Bond shows ‘regressive nostalgia’ can freeze a brand’s future

Super-spy James Bond is a prime example of ‘regressive nostalgia’, highlighting how certain consumer groups cling to idealized past versions of brands and resist attempts to move with the times, a new study reveals.

Researchers examined the James Bond movie franchise—a cultural icon for over 70 years—and discovered that some ‘super-consumers’ react negatively to modern portrayals of the fictional British secret agent that reflect contemporary societal values.

While loyal to the brand, these consumers prefer traditional, more exclusionary, versions of Bond which most closely follow author Ian Fleming’s original 1950s and 1960s vision—characterized as an arrogant, misogynistic, and racist Imperial British male.

Publishing their findings 17 October in International Journal of Research in Marketing, consumer behavior experts from the University of Birmingham and ESCP Business School, London note that regressive nostalgia is characterized by a preference for racial and cultural purity and heroic masculinity. The phenomenon harbors exclusionary and aggressive tendencies that pose significant threats to brands.

The researchers have, therefore, produced a toolkit to help marketeers shield their brand’s contemporary positioning from the negative connotations associated with this form of nostalgia—allowing brands to evolve without alienating their core consumer base.

Finola Kerrigan, Professor of Marketing at the University of Birmingham, commented, “The James Bond franchise is a perfect example of how ‘regressive nostalgia’ manifests. While the brand has successfully adapted to changing times, a small but disproportionally vocal part of its fanbase is anchored in the past, highlighting the need for careful brand management.

“These ‘super-consumers’ cling to Ian Fleming’s characterization of Bond and the period during which the novels were written to justify their nostalgia. They actively resist attempts to modernize the franchise, dismissing as ‘woke nonsense’ recent movies such as No Time to Die.”

Chloe Preece, Professor of Marketing, ESCP Business School, London notes that these super-consumers view Bond as a heroic, white, male icon providing a ‘safe space’ for those feeling threatened by contemporary discussion about creating a more inclusive society. The character’s ‘man-of-action’ persona allows this group of mostly male consumers to identify with the spy’s ‘heroic masculinity’ based on his ability to sleep with the ‘Bond girls.’

While the study focuses on the Bond franchise, the researchers identify parallels with other groups’ appropriation of brand resources and associating them with anti-social causes.

“Brands use nostalgia to connect with consumers—delighting and enchanting their customer base while connecting them to others—but this makes nostalgia potentially dangerous in drawing consumers to the past, when it creates a sense of loss combining a cherished past and a despised present,” said independent scholar Dr. Daragh O’Reilly.

“In order to minimize the negative impact of regressive nostalgia, it is important that the brand does not pander to the nostalgia displayed by a minority of super-consumers. Brand stewards must not be swayed by these loud voices and become exclusionary.”

The researchers note that marketeers should be alert to the risk posed by regressive nostalgia and have devised toolkit comprising of a series of questions to help brand managers assess the level of threat.