Balancing Legacy and Innovation: Thriving in the Age of AI and Sustainability

As someone who’s spent years leading brands through dynamic shifts in consumer behavior, technology, and sustainability, I’ve often found myself grappling with the question: how do legacy brands remain relevant while staying true to their roots? In an age dominated by artificial intelligence (AI) and a global push for sustainability, the path forward is both exciting and challenging.

Legacy brands hold a unique advantage — history, trust, and recognition. But they also face the risk of being overshadowed by newer, more agile competitors who are often more in tune with modern trends. The good news? Legacy and innovation are not mutually exclusive. In fact, when done right, they can be each other’s greatest assets.

Let me share some insights from my experience on how legacy brands can thrive in this rapidly evolving landscape.

Start with Your Brand’s DNA

At the heart of every legacy brand lies its DNA — those core values and characteristics that make it instantly recognizable to consumers. This identity is your brand’s most valuable asset and should be the starting point for any transformation.

For Sally Hansen, a brand I had the privilege of leading, the DNA was clear: innovation in nail color & care. For decades, it had built trust by being a pioneer in the space. So, when it came to introducing new products like plant-based polishes or launching collaborations with cultural icons, we didn’t stray from that foundation. Instead, we asked: How do we make innovation relevant to today’s consumer?

Understanding your brand’s DNA allows you to strike the perfect balance between honoring your heritage and embracing the future. Consumers don’t want to see legacy brands reinvent the wheel; they want to see them evolve in meaningful ways that build on their existing strengths.

Leverage AI Without Losing the Human Touch

AI is a powerful tool for legacy brands, but it’s just that — a tool. It’s not a replacement for human creativity, intuition, or storytelling. AI can streamline operations, analyze consumer behavior, and personalize experiences at scale. But the emotional connection between a brand and its audience will always be a human endeavor.

When using AI in marketing, I’ve found it essential to view it as an enhancer rather than the decision-maker. For example, AI can help identify trending shades for a nail polish collection or optimize supply chains to reduce waste. But the creative process — choosing a name for that shade or crafting the story behind the product — is where human ingenuity takes over.

The key is finding harmony. AI can provide insights and efficiencies, but people bring the empathy and creativity that make those insights resonate.

Make Sustainability a Core Value

Innovation is essential for legacy brands to stay relevant in today’s ever-evolving market. Consumers are looking for new and exciting ways to engage with the brands they love, and it’s up to brands to deliver. For legacy brands, the challenge is to balance honoring their heritage while embracing the future.

At Sally Hansen, we continuously explored innovative ways to enhance the consumer experience. Whether it was introducing new product formats, experimenting with cutting-edge technologies like virtual try-ons, or tapping into color and trend shifts, we made sure to keep our offerings fresh and aligned with modern preferences. We understood that innovation doesn’t always have to be radical — it can be small, thoughtful improvements that resonate with consumers and keep the brand feeling fresh and current.

For legacy brands, the key to success is being able to evolve while staying true to the core values that built their reputation. Embracing innovation not only ensures relevance but also strengthens the connection with consumers who are eager for new experiences.

Collaborate to Stay Culturally Relevant

One of the most effective ways for legacy brands to connect with younger, trend-driven audiences is through collaborations. But not all collaborations are created equal. The best partnerships are those that feel authentic and align with your brand’s values.

For example, Sally Hansen’s partnerships with DreamWorks, Mentos, and even Peeps weren’t just about slapping logos on products. They were about creating fun, culturally relevant experiences that made consumers smile. These collaborations tapped into nostalgia and novelty, blending the brand’s legacy with modern cultural moments.

Collaborations are also a great way to test new ideas and reach untapped audiences. They allow brands to stay agile and responsive without losing their core identity.

Don’t Be Afraid to Experiment

One of the biggest traps legacy brands can fall into is the fear of change. When you’ve been doing something successfully for decades, the idea of trying something new can feel risky. But in today’s market, standing still is the riskiest move of all.

Experimentation doesn’t mean abandoning your core values — it means finding new ways to express them. Whether it’s launching a limited-edition product, testing a new digital marketing strategy, or exploring a sustainable packaging innovation, small experiments can lead to big breakthroughs.

Consumers appreciate when brands show a willingness to evolve. Even if an experiment doesn’t go perfectly, the effort to innovate signals that you’re listening to your audience and adapting to their needs.

Invest in People, Not Just Products

Finally, one of the most important lessons I’ve learned is that a brand’s success is rooted in its people — both the team behind it and the consumers who support it.

As a leader, fostering a culture of curiosity and collaboration within your team is critical. Encourage bold ideas, even if they’re not fully formed. Some of the best innovations I’ve seen have come from a small spark that was nurtured into something bigger.

On the consumer side, listen deeply. Legacy brands often have loyal followers who feel emotionally connected to the brand’s history. Engage with them. Learn from their stories and use those insights to shape your future.

The Future Is Both Tradition and Innovation

Legacy brands have the unique opportunity to bridge the past and the future. By staying true to their DNA while embracing tools like AI, committing to sustainability, and fostering a culture of innovation, they can not only survive but thrive in today’s market.

Change is inevitable, but it doesn’t have to mean losing what makes your brand special. When tradition and innovation work hand in hand, the result is a legacy that’s not just preserved but reinvigorated — ready to inspire generations to come.

As someone who has seen this transformation firsthand, I’m excited to see how legacy brands continue to evolve and lead the way in this age of opportunity.