A new study, published in the International Journal of Research in Marketing, reveals that super-spy James Bond is a prime example of ‘regressive nostalgia,’ a phenomenon where some consumer groups cling to idealized versions of past brands and resist modernization. The research was conducted by consumer behavior experts from the University of Birmingham and ESCP Business School, London.
The study examines the enduring James Bond movie franchise, a cultural icon for over 70 years, and highlights how a subset of ‘super-consumers’ reacts negatively to contemporary portrayals of the British secret agent.
These consumers prefer the traditional, exclusionary versions of Bond, which align with author Ian Fleming’s original depiction from the 1950s and 1960s — a character marked by arrogant, misogynistic, and racist traits reflective of Imperial Britain.
Professor Finola Kerrigan of the University of Birmingham explains that while the Bond franchise has successfully adapted to changing societal values, a small but vocal segment of the fanbase resists these updates, dismissing recent films like No Time to Die as “woke nonsense.”
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These super-consumers, often identifying with Bond’s portrayal of “heroic masculinity,” view the character as a symbol of a bygone era, serving as a ‘safe space’ for those who feel threatened by modern discussions on inclusivity. This group of fans is predominantly male, and they hold onto Bond’s image as a heroic, white male icon who embodies outdated ideals of masculinity and cultural purity.
Professor Kerrigan says, “The James Bond franchise is a perfect example of how ‘regressive nostalgia’ manifests. Whilst 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 characterisation of Bond and the period during which the novels were written to justify their nostalgia. They actively resist attempts to modernise 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 whilst 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 minimise 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.”
To counter this, the researchers have developed a toolkit for marketers, designed to help brand managers shield their contemporary brand positioning from the negative impacts of regressive nostalgia. The toolkit aims to ensure that brands can evolve without alienating their core consumer base.
The study’s findings offer important lessons for brands managing iconic characters like James Bond, emphasizing the need for careful navigation between modernizing and respecting their historical identity.
