The 20th-century’s postwar period spawned not just the baby boomer generation, but a whole host of brands that grew and prospered along with them.

In this era of continual disruption, many brands, faced with the advances of automation and changing consumer habits, have shuttered their doors or passed into irrelevance. But the ones who’ve adapted and thrived provide useful examples of how reinvention can keep you relevant and powerful lessons about how humans can do the same.

All six of these brands have had to transition from serving one huge generation (the baby boomers) to another (millennials) while not neglecting their original fan base or overlooking Gen X and Gen Z along the way. Here’s how they’ve pulled off that transformational balancing act—and how their strategies may be useful to you too.