Does Tradition Stand in the Way of Progress?

There’s a small village in Italy where a family-run cashmere business has been producing some of the finest garments in the world for generations. Their process is meticulous, their standards unwavering. They raise their own sheep, producing just enough wool to craft a limited number of pieces each year. Their success hasn’t come from flashy marketing campaigns or social media influencers. It’s been built slowly, over time, through word of mouth and an uncompromising commitment to quality.

But here’s the question: Should they expand?

The younger generation wants to embrace the modern world—open an online store, create a social media presence, and ship internationally. The possibilities seem endless. They could take their family’s craft and share it with a global audience, ensuring the brand’s future and financial growth. But the older generation sees things differently. To them, expansion feels like a betrayal of everything they’ve worked so hard to maintain. Mass production and marketing, they believe, would dilute the integrity of their craft.

This tension isn’t unique to one family in Italy. It’s happening all over the world. From winemakers in France to small farmers in the U.S., there’s a growing divide between generations. The older generation, steeped in tradition, values preserving the old ways. They believe in craftsmanship, local production, and the idea that good things take time. They’ve built businesses and livelihoods on these values. However, the younger generation, growing up in a rapidly changing world, sees opportunities for innovation and expansion. They’re eager to adapt, to leverage new technology, and to bring their family’s hard work to a broader market.

It’s a classic conflict: tradition versus innovation. Is it better to stick to what’s always worked, or is it time to embrace change?

My Work with Italian Artisans

Having worked closely with Italian producers and craftsmen sourcing for DLISH , I’ve seen this struggle firsthand. Their work is beautiful—rich in history, produced with care, using traditional know-how passed down through generations. From handwoven textiles to organic olive oil, their products speak of a heritage and a connection to the land that few modern companies can claim.

Yet, despite their desire to reach a global market, many hesitate to make the necessary changes for scaling. Whether it’s investing in marketing or adopting modern distribution methods, there’s a reluctance to break away from the familiar. They talk about wanting to go global, but when it comes time to take those crucial steps—hiring a marketing team, establishing an online presence, or even ramping up production—they pause.

I’ve asked myself many times: Will this save them in the long run, or will it sink them? In an age where visibility and reach are key, does sticking to traditional methods ultimately hurt more than help?

Many of these artisans hope that by staying small and maintaining exclusivity, they’ll protect their brand. But without embracing some level of change, I wonder if they risk fading into obscurity as younger, more agile companies outpace them. The world is changing rapidly, and sometimes holding too tightly to the past can prevent us from moving forward.

The New Generation Redefining Family Legacies

Interestingly, I’ve seen the other side of this story, too. During my time at SDA Bocconi University, I became close with several friends who, after spending years working in finance or marketing abroad, returned to Italy to take over their family businesses—vineyards, olive groves, textile companies, and more. They came back with a global perspective, eager to implement modern-day changes that could secure their families’ legacies in a world that increasingly values both tradition and innovation.

Some of them have taken bold steps to modernize. They’ve embraced e-commerce, revamped their branding, and hired specialists to help them navigate the complexities of scaling in a digital world. These changes haven’t always been easy, but they’re necessary in an age where the market demands both quality and accessibility. The results? It’s still too early to say definitively, but many of them are already seeing the rewards—broader market reach, more sustainable production practices, and, in some cases, increased profitability.

But even among my friends, there’s a tension. They’re walking a fine line between respecting their heritage and evolving with the times. It’s a delicate balance, and not everyone agrees on the right path forward. Some worry that too much change could dilute the essence of their brand, while others believe that refusing to change is what will eventually sink them.

Tradition vs. Progress: What’s the Right Move?

The dilemma between holding on to tradition and embracing innovation is one that has no easy answer. Tradition, for many, offers stability, a sense of identity, and a connection to the past that’s deeply valued. But in a rapidly globalizing world, where technology, generative AI, and mass production are reshaping industries at breakneck speed, is that enough?

We see the divide growing every day—between those who believe in the slow, careful work of artisanship and those who argue that to survive, you must adapt. Is expansion a betrayal of one’s roots, or is it the necessary evolution of a brand? Can you maintain authenticity while also scaling for a global audience?

As I think back on my work with these incredible Italian producers and my conversations with my friends from Bocconi, I see both sides. There’s beauty in tradition, in doing things the way they’ve always been done. But there’s also something to be said for growth, for embracing the tools and technologies that can help a brand not just survive but thrive.

In the end, it’s a choice that each artisan, each family business, and each generation will have to make for themselves. Tradition can be a powerful foundation, but perhaps progress isn’t the enemy. Maybe, just maybe, they can coexist.

What do you think?

Does tradition stand in the way of progress, or does it provide the grounding that progress needs to flourish?