The iconic James Bond film series, known globally for over seven decades, has become a focal point for a study highlighting the concept of ‘regressive nostalgia’ within consumer groups. This phenomenon illustrates how specific audiences cling to an idealised, historical portrayal of brands, resisting efforts to modernise in line with evolving societal values. The study, detailed by researchers at the University of Birmingham and ESCP Business School in London, points out that some dedicated ‘super-consumers’ prefer Bond’s more exclusive, traditional depiction, closely mirroring author Ian Fleming’s portrayal from the 1950s and 1960s. This version of Bond is often seen as an embodiment of an arrogant, misogynistic, and racially insensitive British imperial figure.

This inclination towards a racially and culturally homogenous past, combined with a celebration of ‘heroic masculinity’, is described in the study as harbouring exclusionary and even aggressive behaviours, posing a substantial threat to brands’ future. These findings were published in the International Journal of Research in Marketing, where the research team also introduced a toolkit designed to assist marketers in safeguarding their brand’s modern positioning against the adverse effects of such nostalgia, thus enabling a brand evolution that does not alienate their main consumer base.

Professor Finola Kerrigan from the University of Birmingham noted that the James Bond franchise is a prime example of how ‘regressive nostalgia’ can manifest within a fanbase. Although the franchise has adeptly adapted over time, a small yet disproportionately vocal segment of its followers remains firmly rooted in the past. This group champions Fleming’s original characterisation to justify their resistance to modern updates, including dismissals of recent films like ‘No Time to Die’ as ‘woke nonsense’.

Professor Chloe Preece of ESCP Business School, London, discusses how these super-consumers idealise Bond as a heroic, white male figure, providing a refuge for those unsettled by the current societal push towards inclusivity. The character’s portrayal as a ‘man of action’ allows these predominantly male fans to identify with what they perceive as Bond’s ‘heroic masculinity’, showcased through his interactions with the ‘Bond girls’.

While the study primarily examines the James Bond series, the researchers draw parallels with other brands that have seen their symbols co-opted by groups with anti-social agendas. Independent scholar Dr Daragh O’Reilly emphasises the double-edged sword of using nostalgia in branding. While it can deeply engage and connect with consumers, drawing them to a glorified past can also foster a sense of loss that intertwines a cherished history with a resented present. O’Reilly advocates for brand stewards to remain firm and not succumb to the nostalgia embraced by a minority of super-consumers, thereby preventing the brand from becoming exclusionary.

The study underscores marketers’ need to be vigilant of the potential pitfalls of regressive nostalgia. The researchers have developed a series of questions as part of their toolkit to help brand managers evaluate the threat posed by such nostalgia, ensuring that they can navigate their brand’s legacy without compromising its relevance and inclusivity in contemporary society.

More information: Chloe Preece et al, Theorizing regressive nostalgia: Understanding exclusionary consumers as a brand threat, International Journal of Research in Marketing. DOI: 10.1016/j.ijresmar.2024.09.006

Journal information: International Journal of Research in Marketing Provided by University of Birmingham