18 Nov Beyond the Timeline: A Multi-Methodology Approach to Brand Heritage …
A new report from Certus Insights, in partnership with History Factory
We are thrilled to announce the 2025 History Factory Heritage Gap Report, a comprehensive study that Certus Insights conducted in partnership with History Factory.
This year’s research confirms a critical insight for organizations, new and old: consumers have a strong and growing appetite for history and heritage content. But in a crowded information landscape, simply posting about history isn’t enough. To truly leverage an organization’s past, brands have to make their heritage informational and usable to consumers.
Combining Methodologies to Enable A 360-Degree View of Heritage
The report analyzes brand heritage across multiple dimensions to uncover how brands can do that. It’s built with a three-part research methodology, combining distinct data streams to create a holistic and actionable picture of brand heritage.
- Nationwide Survey Research: We surveyed 1,000 adults to understand their core attitudes toward brand history, what content they want to see, and how it impacts their trust and purchasing decisions.
- Large-Scale Social Listening: We analyzed social media conversations about history and heritage for 1,000 brands, identifying what content drives the highest engagement and which narratives are resonating organically with consumers.
- Expert Qualitative Evaluation: We utilized a History Factory expert panel to analyze how top brands are documenting and deploying their heritage, evaluating their internal systems and archival practices.
This combined approach, which forms the basis of the History Factory Brand Heritage Index, allows us to see what consumers say they want, what they actually engage with, and what brands are structurally prepared to deliver.
Key Findings: What Your Brand Needs to Know Now
Our multi-layered research uncovered several critical findings that businesses can act on immediately:
- Retro Wins Big: Nostalgia is a powerful draw. 74% of consumers enjoy nostalgic posts about past products, making it the most popular content type. Brands like Porsche and Mercedes-Benz have seen standout success by tying their heritage to the concept of “vintage cool”.
- Younger Audiences are Your Target: Consumers under 45 are the most active followers of brands and show the greatest enthusiasm for history and milestone posts. They prefer this content on visual platforms like Instagram, TikTok, and YouTube and are surprisingly receptive to influencer-led heritage stories.
- New Brands Need an Origin Story: Heritage isn’t just for century-old companies. A remarkable 74% of consumers are interested in the founding stories of brands less than 10 years old, with even higher interest from Gen Z.
- Solve the “Founder’s Paradox”: While 78% of Americans are interested in founder-related content, 39% say companies already talk about their founders too much. The solution? Focus on quality over quantity, and broaden the spotlight to include co-founders, early employees, and community partners to keep the narrative fresh.
- Transparency Builds Trust: Don’t be afraid of your past. A plurality of Americans (41-46%) report that brands addressing ethical difficulties or past mistakes would actually increase their trust.
- Heritage Drives Internal Investment: This isn’t just an external marketing tool. 87% of employees feel they would be more invested in their company’s success if they knew more about its history. However, only 30% of employed adults feel their company promotes its history well, revealing a major gap in internal engagement.
This report provides a clear roadmap for brands looking to turn their past into a powerful asset. The data shows that when heritage storytelling is done well, consumers don’t just notice; they engage, share, and become advocates for your brand.
🔗Visit the History Factory website to download the report now: The 2025 Heritage Gap Report™ | History Factory
🎥Here’s more on the report:
