Traditional industries are having their digital awakening. Sectors once proud of doing things “the way they’ve always been done” are now navigating a digital landscape that shifts every few months. From manufacturing to craft stores, they’re finally diving in.
But this isn’t just about adopting new tools — it’s about bridging generations to make a real impact. Picture a Baby Boomer engineer with 40+ years of experience teaming up with a Gen Z digital marketer who instinctively understands TikTok’s algorithm.
The potential is enormous. But how do we get there? How can traditional industries speak authentically to both — and honor decades of expertise while embracing digital innovation?
Finding your digital voice
The million-dollar question for traditional industries isn’t, “Should we be on TikTok?” It’s “How do we sound like ourselves on TikTok without coming across as the corporate equivalent of a dad trying to use slang?”
It’s not easy to connect with digital natives without making older, longtime customers cringe. Understanding the audience you’re speaking to is crucial. Many legacy companies still envision 60-year-old buyers when developing marketing strategies, yet over two-thirds of buyers involved in complex purchases valued over $1 million are millennials and Gen Z.
Today’s B2B buyer:
- Is digitally fluent.
- Researches extensively before making contact with sales teams.
- Expects the same seamless experiences they enjoy as consumers.
Companies that wait until their buyer base has completely changed before adapting their marketing approach will struggle with an audience that’s already formed strong brand affiliations. That’s why traditional industries should pay attention to how Evertrak is handling this.
The railroad industry is the definition of legacy, reaching back to the 1800s. Evertrak’s CEO Tim Noonan is driving the industry forward, first with their composite railroad tie and now with a vibrant TikTok presence.
Technical specs, durability metrics and ROI are in the railroad industry’s DNA. Focusing on solving those pain points makes sense on platforms that skew older (think LinkedIn). However, Millennial and Gen-Z audiences are environmentally conscious and looking for casual rather than technical content.
Instead of drowning their audience in technical jargon, Evertrak creates content highlighting how their composite railroad ties sequester millions of pounds of plastic from landfills and prevent deforestation. The result is expanded reach, with audiences that Evertrak couldn’t access through traditional industry channels.
You don’t have to choose between being technically credible and digitally engaging. Develop a voice and messaging spectrum that allows your brand and its thought leaders to flex their voices for different platforms while keeping all core values consistent. (Think of it as being multilingual rather than changing personalities.)
Dig deeper: 4 pitfalls of digital transformations and how to avoid them
Digital transformation as a multi-generational talent magnet
At least 88% of complex, large-scale change programs — or digital transformation initiatives — fail to meet their objectives. Why? Because slapping a digital marketing strategy on an outdated operational foundation is like gluing an iPad to an old car and expecting it to function like a new hybrid. For digital natives who’ve grown up with seamless technology experiences, these disconnects are job application deal-breakers.
Digital transformation has a profound impact on talent acquisition and retention across generations. The operational technology backbone of your company is a key factor in determining whether you can attract and keep the next generation of talent — and today, that includes AI adoption. Among millennials and Gen Z familiar with AI, 86% and 79% (respectively) expect it to improve the way they work. More than 78% of both groups are increasingly seeking automation-proof jobs.
Traditional manufacturing companies are increasingly recognizing the need to modernize their systems.
“When we work with manufacturing clients still operating on legacy technology, it becomes pretty clear how AI implementation not only streamlines operations but fundamentally transforms their talent strategy — including attracting new team members,” says Rohit Garewal, CEO of Object Edge.
Stanford’s 2025 AI Index Report confirms that AI adoption boosts productivity while helping narrow skill gaps. It is crucial as leaders navigate profitability alongside new, fluctuating tariffs.
Across industries, implementing scalable technology and AI reduces operational friction and creates workplaces where younger talent can thrive alongside veterans. Crucially, these digital foundations become platforms where cross-generational knowledge transfer and upskilling happen naturally as experienced workers share deep industry expertise while younger team members bring fresh digital perspectives.
Bridging physical and digital industry ecosystems
I often focus on B2B, but Michaels — yep, the arts and crafts retailer — just capitalized on a mind-blowing opportunity other B2C retailers might have missed: creating an integrated ecosystem where physical and digital assets amplify each other. It’s a business model reimagining what creates value and wouldn’t be possible in either space alone.
Michaels recently announced a new digital downloads subscription platform. Rather than viewing digital transformation as just another sales channel, the retailer created an ecosystem connecting over 30,000 designers with commercial licensing opportunities. As part of the rollout, Michaels revealed that 70% of passionate creators wanted this digital platform.
What makes this approach truly disruptive is how it transforms 1,300 physical stores from a potential liability into a market advantage that online-only competitors can’t match. While digital-only retailers like Etsy struggle with scaling, Michaels has positioned itself at the intersection of physical retail expertise and digital innovation.
For traditional industries looking to connect (or reconnect) with their core audience, integration like this creates opportunities that resonate across generations. They’re grounded in real value creation, not marketing gimmicks. The result is a business model force multiplier.
Dig deeper: How to safeguard your brand during a digital transformation
The future belongs to cross-generational innovators
As the lines between “traditional” and “digital-native” industries fade, the winners won’t be those chasing every trend or clinging to the past. They’ll be the ones who honor their roots while embracing change.
Companies that find their authentic digital voice, attract multi-generational talent, and build ecosystems where physical and digital strengths amplify each other will not just adapt to transformation but lead it, carrying decades of hard-earned expertise into a more connected, innovative future.
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