The concept of heritage is built on three fundamental elements: values, traditions and culture. Many U.S. heritage brands are now benefitting from individuals seeking comfort and familiarity in brands that evoke not just nostalgia but also a sense of stability, tradition and American identity during a time of social instability and perceptions of economic uncertainty. While there are examples of people of all ages seeking such comfort, the Millennial and Gen-Z generations, which combined make up more than 42 percent of the U.S. population, have been the most active in seeking out heritage brands and revisiting the companies that were popular when they were younger or that provide a connection to an American past way before their dates of birth. Many of these brands had fallen from their peaks of popularity but have been reinventing themselves to meet the consumers’ emotional and psychological needs.