Controlling prosthetic hands more precisely by the power of thought

Neuroscientists show how fine motor skills of neural prostheses can be improved

Deutsches Primatenzentrum (DPZ)/German Primate Center

 

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In a study with rhesus monkeys, neuroscientists at the German Primates Center have investigated how the functionality of brain-computer interfaces and thus also the fine motor skills of neuroprostheses can be improved.

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Credit: Andres Agudelo-Toro

Carrying shopping bags, pulling a thread into the eye of a needle – power and precision grips are part of our everyday lives. We only realize how important (and great) our hands are when we can no longer use them, for example due to paraplegia or diseases such as ALS, which cause progressive muscle paralysis.

In order to help patients, scientists have been researching neuroprostheses for decades. These artificial hands, arms or legs could give people with disabilities their mobility back. Damaged nerve connections are bridged via brain-computer interfaces that decode the signals from the brain, translate them into movements and can thus control the prosthesis. Until now, however, hand prostheses in particular have lacked the necessary fine motor skills to be used in everyday life.

“How well a prosthesis works depends primarily on the neural data read by the computer interface that controls it,” says Andres Agudelo-Toro, scientist in the Neurobiology Laboratory at the German Primate Center and first author of the study. “Previous studies on arm and hand movements have focused on the signals that control the velocity of a grasping movement. We wanted to find out whether neural signals representing hand postures might be better suited to control neuroprostheses.”

For the study, the researchers worked with rhesus monkeys (Macaca mulatta). Like humans, they have a highly developed nervous and visual system as well as pronounced fine motor skills. This makes them particularly suitable for researching grasping movements.

To prepare for the main experiment, the scientists trained two rhesus monkeys to move a virtual avatar hand on a screen. During this training phase, the monkeys performed the hand movements with their own hand while simultaneously seeing the corresponding movement of the virtual hand on the screen. A data glove with magnetic sensors, which the monkeys wore during the task, recorded the animals' hand movements.

Once the monkeys had learned the task, they were trained to control the virtual hand in a next step by “imagining” the grip. The activity of populations of neurons in the cortical brain areas that are specifically responsible for controlling hand movements was measured. The researchers focused on the signals that represent the different hand and finger postures, and adapted the algorithm of the brain-computer interface, which translates the neural data into movement, in a corresponding protocol.

“Deviating from the classic protocol, we adapted the algorithm so that not only the destination of a movement is important, but also how you get there, i.e., the path of execution,” explains Andres Agudelo-Toro. “This ultimately led to the most accurate results.”

The researchers then compared the movements of the avatar hand with the data of the real hand that they had previously recorded and were able to show that these were executed with comparable precision.

“In our study, we were able to show that the signals that control the posture of a hand are particularly important for controlling a neuroprosthesis,” says Hansjörg Scherberger, head of the Neurobiology Laboratory and senior author of the study. “These results can now be used to improve the functionality of future brain-computer interfaces and thus also to improve the fine motor skills of neural prostheses.”

The study was supported by the German Research Foundation (DFG, grants FOR-1847 and SFB-889) and by the European Union Horizon 2020 project B-CRATOS (GA 965044).

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Journal

Neuron

DOI

10.1016/j.neuron.2024.09.018 

Method of Research

Experimental study

Subject of Research

Animals

Article Title

Accurate neural control of a hand prothesis by posture-related activity in the primate grasping circuit

Article Publication Date

16-Oct-2024

 

International study reveals significant impacts of chlorine emissions from open biomass burning on air quality in Asia

Science China Press

 

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The central panel displays the average spatial distribution of total chlorine emissions from 2001 to 2018, highlighting five high-density regions. The left and right panels illustrate the trends in chlorine emissions and the corresponding simulated ambient concentrations over the 18-year period.

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Credit: ©Science China Press

An international research team led by the Hong Kong University of Science and Technology (HKUST), has uncovered the significant impacts of chlorine emissions from open biomass burning on air quality in Asia. The study offers valuable insights into the influence of these emissions on atmospheric chemistry and crucial information that can help mitigate regional air pollution.

Biomass burning is known as a major source of air pollutants and greenhouse gases, affecting air quality, radiative balance, and climate. While prior research has primarily focused on the releases of carbon and nitrogen species, chlorine emissions and their atmospheric impacts are not well understood. There is a lack of detailed quantitative information on chlorine emissions from biomass burning, particularly the high-resolution emission inventories, long-term trends, and associated atmospheric impacts on both regional and global scales.

To fill this gap, a team led by Prof. WANG Zhe, Associate Professor of HKUST’s Division of Environment and Sustainability has developed a comprehensive, long-term, high-resolution chlorine emission inventory for open biomass burning across Asia. Through extensive simulations and analyses of the data from 2001 to 2018, the study has indicated substantial chlorine emissions from biomass burning in key regions such as North China, Northern India, and Southeast Asia. The study also highlights distinct seasonal patterns and significant spatial and interannual variability, primarily driven by changes in agricultural practices.

The results demonstrate that biomass burning is not only a significant source of air pollutants, but also a key contributor to the production of atmospheric oxidants, affecting the atmospheric oxidation capacity directly and indirectly. This finding suggests that biomass burning emissions have a greater impact on atmospheric chemistry than previously acknowledged. With the expected increase in global biomass burning activities due to climate change, their role in shaping atmospheric composition could become even more pronounced.

"As efforts to reduce industrial emissions continue, the role of biomass burning in influencing atmospheric composition could become increasingly significant, especially as global warming expands fire-prone areas, potentially shifting toward more northern and colder regions," Prof. Wang said.

The study underscores the often-overlooked contribution of biomass burning to the global chlorine budget and its extensive effects on air quality and climate. The researchers emphasize that these emissions must be factored into future air quality management and climate change mitigation strategies. The role of biomass burning in chlorine emissions should be considered by policymakers when setting air quality targets to avoid underestimating the efforts needed to achieve them.

The findings of this study were recently published in the journal National Science Review (https://doi.org/10.1093/nsr/nwae285), lead authors Prof. WANG Zhe from HKUST, Dr. CHANG Di from Max Planck Institute for Chemistry and Prof. LI Qinyi from Environment Research Institute, Shandong University in collaboration with scientists across the United States, Spain, Germany, France, Argentina, Hong Kong and mainland China.

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Journal

National Science Review

DOI

10.1093/nsr/nwae285 

PeerJ launches PeerJ Open Advances in Zoology: A new free to read, free to publish open access journal dedicated to tackling the most pressing issues to animal life

PeerJ

 

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PeerJ Open Advances in Zoology 

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Credit: PeerJ

PeerJ has announced the launch of PeerJ Open Advances in Zoology, a new Open Access journal dedicated to publishing research and commentary that addresses the most pressing challenges in the field of zoology. With a focus on equity, collaboration, and openness, the journal will eliminate financial barriers to publication and dissemination, making high-impact research and commentary accessible to all by being free to read and free to publish.

Editors-in-Chief Professors Lesley Rogers and Michael Wink lead the journal, supported by a global Editorial Board. The journal will publish impactful work that responds to one of the journal's Global Challenges, which are owned by dedicated Associate Editors. Articles and contributors will be grouped by Global Challenge, building a corpus of research - and a community - that contributes to answering key questions and overcoming obstacles to completing that Challenge. Every research article will be accompanied by comprehensive peer-review reports and Impact Statements highlighting how the research addresses the journal’s Global Challenges.

Emphasizing the journal’s importance, Prof. Rogers said: “Amidst the rising costs and competition for Open Access publication of scientific papers, this new journal offers free and equitable publication of excellent science to researchers in all countries. This is an exciting new venture aimed at cutting-edge research and discussion of ideas addressing the pressing challenges to animal life now and into the future.”

Prof. Wink adds: “This novel series opens up a new era of Open Access publishing. We hope to attract excellent reviews and original contributions that provide new data, new syntheses, and that tackles the challenges set by the Editorial Board.”

The journal is now open for submissions and invites contributions from researchers who wish to address critical questions in the field of zoology.  Eliminating author fees will ensure that financial barriers don’t hinder the dissemination of critical research, meaning research with the potential to impact the world is available to everyone.

"The journal's aim  is to provide a collaborative forum for new ideas, and to generate networks of researchers working on the most pressing questions in the field of animal research, to address challenges concerning zoological topics of a global scale," said Stephen Johnson, Publishing Editor of the Open Advances series.

For more information, visit https://peerj.com/journals/openadv-zoology 

About: PeerJ is an award-winning Open Access publisher, committed to transforming the way research is communicated. By embracing transparency, collaboration, and equity, PeerJ empowers researchers to share their discoveries with the world. Launched in 2012, PeerJ publishes eight fully Open Access journals in biomedical, life, environmental, physical and computer sciences, and aims to give researchers the publishing tools and services they want, with a unique and exciting experience. PeerJ is wholly owned by Taylor & Francis, an Informa Group company.

PeerJ Open dvances in Zoology 

Credit

PeerJ

 

Forever Chemicals found in bottled and tap water from around the world

University of Birmingham

Scientists have discovered toxic ‘Forever Chemicals’ present in samples of drinking water from around the world, a new study reveals. 

Researchers found 10 ‘target’ PFAS (perfluoroalkyl substances) – chemicals which do not break down in nature – in tap and bottled water available for consumption in major cities in the UK and China. Perfluorooctanoic acid (PFOA) and perfluorooctane sulfonate (PFOS) were detected in over 99% of samples of bottled water sourced from 15 countries around the world. 

They observed significant differences in PFAS concentrations between tap water samples from Birmingham, UK, and Shenzhen, China, with Chinese tap water found to have higher concentrations of PFAS compared to UK tap water. 

However, the study demonstrates that measures such as boiling and/or activated carbon filtration – typically using a ‘jug’ water filter - can substantially reduce PFAS concentrations in drinking water, with removal rates ranging from 50% to 90% depending on the PFAS and treatment type. 

Publishing their findings today (17 October) in ACS ES&T Water, researchers from the University of Birmingham, Southern University of Science and Technology, Shenzhen, and Hainan University, Haikou, reveal a wide range of PFAS contamination for target PFAS, starting at 63% of bottled waters tested. 

Co-author Professor Stuart Harrad, from the University of Birmingham, commented: “Our findings highlight the widespread presence of PFAS in drinking water and the effectiveness of simple treatment methods to reduce their levels. Either using a simple water filtration jug or boiling the water removes a substantial proportion of these substances. 

“While current PFAS levels in most water samples are not a major health concern, ongoing monitoring and regulation are crucial to protect public health. We provide valuable data on the presence of PFAS in drinking water alongside practical solutions to mitigate consumer exposure via drinking water. This is a significant step towards ensuring safer drinking water for communities worldwide.” 

Bottled water from various countries showed varying levels of PFAS, with natural mineral water containing higher concentrations than purified water, but the concentrations were generally below health advisory levels set by regulatory agencies. 

Co-author Professor Yi Zheng, from Southern University of Science and Technology, commented: “Increased awareness about the presence of PFAS in both tap and bottled water can lead to more informed choices by consumers, encouraging the use of water purification methods.  

Our findings also suggest that the potential health risks of PFAS in drinking water may be influenced by lifestyle and economic conditions, highlighting the need for future research to further explore these factors from a socio-economic perspective.” 

Except for comparisons between natural mineral and purified water, the researchers observed no significant difference in target PFAS concentrations between glass and plastic or still and sparkling bottled water.  

While concentrations of most individual PFAS were well below corresponding health-based reference values, average PFOS concentrations in tap water samples from Shenzhen, China exceeded the maximum contaminant level (MCL) of 4 ng/L newly promulgated by the US Environmental Protection Agency (USEPA) in 2024.  

Researchers purchased 112 bottled water samples from local shops and online supermarkets in the UK and China including 89 still and 23 sparkling waters in either plastic or glass bottles. The samples covered 87 brands with water sources originating from 15 countries in Asia, Europe, North America, and Oceania 

They collected 41 tap water samples from homes in Birmingham and the nearby cities of Worcester, Coventry, and Derby - provided by two suppliers: South Staffordshire Water and Seven Trent Water, with a further 14 tap water samples collected from homes in Shenzhen, China.  

PFAS are used widely in industry, in fire-fighting foams, and consumer products from waterproof clothing and school uniforms to personal care products because of their water and stain repellent properties. While some have been banned by government regulation, others are still widely used and their toxic effects not yet fully investigated. 

The chemicals are already known to enter the body in different ways, for example being breathed in, ingested via food or drinking water, or absorbed through the skin. They are known to cause adverse health effects such as a lowered immune response to vaccination, impaired liver function, decreased birth weight, and increased risk of some cancers. 

ENDS 

For more information or an embargoed copy of the paper, please contact Tony Moran, International Communications Manager, University of Birmingham on +44 (0)782 783 2312 or t.moran@bham.ac.uk. For out-of-hours enquiries, please call +44 (0) 121 414 2772. 

Notes to Editors 

• The University of Birmingham is ranked amongst the world’s top 100 institutions, its work brings people from across the world to Birmingham, including researchers and teachers and more than 8,000 international students from over 150 countries. 

• ‘Factors Influencing Concentrations of PFAS in Drinking Water: Implications for Human Exposure’ - Chuanzi Gao, Daniel Simon Drage, Mohamed Abou-Elwafa Abdallah, Feng Quan, Kun Zhang, Shiyao Hu, Xue Zhao,  Yi Zheng, Stuart Harrad, and Wenhui Qiu is published in ACS ES&T Water. 

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Journal

ACS ES&T Water

Method of Research

Experimental study

Subject of Research

People

Article Title

Factors Influencing Concentrations of PFAS in Drinking Water: Implications for Human Exposure

Article Publication Date

17-Oct-2024

 

Afghan smartphone addiction revealed: A nation gripped by ‘nomophobia’ 

A startling 99.73% of undergraduate medical students in Afghanistan exhibit symptoms of nomophobia—the fear and anxiety of being without a mobile phone, according to a new study from the University of Surrey.

University of Surrey

The study, conducted by a team of international researchers, surveyed 754 undergraduate medical students, predominantly aged between 18 and 29, in a country grappling with political turmoil and severe restrictions on women's education. The findings uncover a troubling trend: men experience moderate to severe nomophobia (93%) slightly more than women (88%), challenging previous studies that suggested differing vulnerabilities based on gender. 

Dr Suleman Lazarus, lead author of the study and cybercrime expert at the University of Surrey, said: 

“The overwhelming prevalence of nomophobia among Afghan students is not just a personal issue for the individuals; it is a reflection of the socio-political crisis in Afghanistan. In a nation where communication and connection are increasingly restricted, the smartphone becomes a lifeline, leading to heightened dependence and anxiety when separated from it.” 

The study also highlights the impact of marital status on nomophobia levels, with married individuals showing higher mean scores compared to their single counterparts. This unexpected finding suggests that the dynamics of personal relationships and societal expectations in Afghanistan play a significant role in shaping individuals’ experiences of anxiety related to smartphone use. 

To conduct this research, the team used the Nomophobia Questionnaire (NMP-Q), a well-established tool designed to measure the severity of nomophobic symptoms. The data collection took place between October and December 2022, by sampling responses of students at Kabul University of Medical Sciences. 

Participants completed a 27-item questionnaire that assessed their feelings and behaviors regarding smartphone usage, which was translated into Dari, the local language, to ensure accessibility and comprehension.  

The key findings were: 

• 54% of participants reported moderate nomophobia 

• 35% exhibited severe symptoms 

• 93% of men and 88% of women are nomophobic 

• Gender, age, and marriage are critical factors influencing the intensity of nomophobia. 

The implications of these findings are profound, particularly in light of the Taliban's policies that have restricted women’s rights to education and freedom. These conditions have intensified the reliance on smartphones, making them not just gadgets but essential tools for survival and connection. 

The research presents a unique lens through which to view the intersection of technology, mental health, and socio-political context in Afghanistan. With a mere 18.4% of the population actually having access to the internet, combined with a stark gender divide in access to technology itself, understanding nomophobia in this landscape is crucial for addressing mental health and societal wellbeing. 

Dr Lazarus continued: 

“This study is a crucial step toward understanding the mental health implications of our technology-dependent society, particularly in regions where access to education and basic rights is severely restricted. The data we have gathered paints a vivid picture of the psychological landscape of Afghanistan today.” 

 

Journal

Heliyon

DOI

10.1016/j.heliyon.2024.e36250 

Method of Research

Observational study

Subject of Research

People

Article Title

Nomophobia (no-mobile-phone phobia) among the undergraduate medical students

 

Unpaid caregiving is undervalued by society

Volunteering to help strangers seen as greater contribution than caring for friends and family

Peer-Reviewed Publication

American Psychological Association

WASHINGTON — Americans believe volunteering to help strangers contributes more to society than providing care for family or friends, even though they contribute billions of dollars’ worth of labor in unpaid caregiving every year, according to research published by the American Psychological Association.

This perception could lead Americans of lower socioeconomic status to feel like they have less to contribute than people of higher socioeconomic status, because they often do not have the same amount of time or resources to devote to people outside of their communities.

“Over 53 million Americans provide unpaid care for adults, labor valued at over $450 billion annually. Without this essential caregiving, society would struggle to function,” said Ellen Reinhart, PhD, a postdoctoral scholar at Michigan State University and lead author of the study. “In contrast, the 8.8 billion hours Americans volunteer every year also provides much-needed assistance and is valued at $195 billion. But how do we value these two forms of help?”

Using a series of experiments and data from a longitudinal survey, the researchers examined the differences between people with lower and higher socioeconomic status and how they perceive their contributions to society. The research was published in the Journal of Personality and Social Psychology.

For the study, the researchers categorized participants with less than a four-year college degree as having lower socioeconomic status, and participants with a four-year college degree or more as having higher socioeconomic status. In general, participants with less than a four-year college degree tended to report lower incomes and a greater likelihood of working as a manual laborer or skilled tradesperson.

Researchers examined data from the Midlife Development in the United States survey, a large, longitudinal survey collected in three waves between 1995 and 2014.

Participants in the survey were asked to rate statements about their contributions to society such as, “I have something valuable to give the world” or “My daily activities do not create anything worthwhile for my community.” They were also asked how many hours per month they spent volunteering or providing unpaid care such as transportation or help with chores to relatives or friends.

The researchers found that while people with higher socioeconomic status volunteered more frequently, those with lower socioeconomic status spent more time providing unpaid care within their social networks.

And even though people with lower socioeconomic status spent more time helping their friends and family, they said they contributed less to society than people with higher socioeconomic status who volunteered to help strangers.

“The belief that helping strangers is the gold standard of contributing seems to be a widely accepted but little recognized assumption. Our research brings this assumption to the surface and questions who it benefits and who it overlooks,” Reinhart said.

In one experiment, the researchers randomly assigned participants to read about one of three people who tutored a younger student. One person was required to tutor a younger student in an after-school program, one person chose to tutor a younger student, and one person tutored their younger cousin.

The researchers found that Americans, regardless of socioeconomic status, thought that the person who chose to tutor a stranger made a greater contribution and deserved more recognition than the other tutors.

Though people thought the person tutoring a family member was more moral than the person who was required to help, they did not think tutoring a family member made a significantly greater contribution to society. Instead, participants saw the person who volunteered to help as the most altruistic because it reflected the most choice.

These findings suggest that, as a society, we need a broader idea of what counts as a meaningful contribution, according to Reinhart.

“As the U.S. population ages, the 20% of Americans caring for an adult, most often a relative, will only increase in the coming years. To meet the growing demand for caregiving, we must value this vital labor,” Reinhart said. “We need to do more to recognize the personal and societal importance of helping people close to home in our everyday circles and investing in these local relationships. Caregiving, perhaps especially when unpaid and with little choice involved, is still a significant contribution.”

Article: “Who feels they contribute to U.S. society? Helping behaviors and social class disparities in perceived contributions,” by Ellen C. Reinhart, PhD, Michigan State University, Rebecca M. Carey, PhD, Princeton University, and Hazel Rose Markus, PhD, Stanford University. Journal of Personality and Social Psychology, published online October 17, 2024.

Contact: Reinhart can be contacted at ereinhar@stanford.edu.

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Journal

Journal of Personality and Social Psychology

 

Soil’s secret language: Researchers decode plant-to-fungi communication

University of Toronto

 

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For the study, Lumba and her fellow researchers investigated why and how fungi respond to SLs. Eighty per cent of plants rely on this symbiotic relationship, and enhancing the interaction with beneficial fungi could lead to hardier crops and higher crop yield, reducing the need for fertilizers. This in turn would reduce phosphate runoff into water systems and lower the production of greenhouse gases.

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Credit: Bradley et al., 2024, Molecular Cell 84, 1–17

Researchers at the University of Toronto have cracked the code of plant-to-fungi communication in a new study published in the journal Molecular Cell.

Using baker’s yeast, the researchers discovered that the plant hormone strigolactone (SL) activates fungal genes and proteins associated with phosphate metabolism, a system that is key to growth.

This insight into how fungi respond to chemical signals at the molecular level could lead to new strategies for cultivating hardier crops and combatting disease-causing fungi.

“As we begin to understand how plants and fungi communicate, we will better understand the complexities of the soil ecosystem, leading to healthier crops and improving our approach to biodiversity,” says Shelley Lumba, lead author and assistant professor in the department of cell and systems biology at the University of Toronto.

In the soil, plant roots engage with fungi in a silent molecular “language” to direct their structure. When plants release SLs, they signal fungi to attach to their roots, providing phosphates – the fuel plants need to grow, and a major component of most fertilizers – in exchange for carbon.

For the study, Lumba and her fellow researchers investigated why and how fungi respond to SLs. Eighty per cent of plants rely on this symbiotic relationship, and enhancing this interaction with beneficial fungi could yield hardier crops, reduce fertilizer use, and minimize phosphate runoff into waterways.

In other cases, disease-causing fungi can exploit chemical cues to infect crops, sometimes wiping out entire harvests. Understanding this chemical language could also help block such pathogens.

Due to the complexity of the soil ecosystem, scientists couldn’t identify the specific chemicals that encourage beneficial fungi, or the effects of these signals, until now. Lumba and her team cracked the code with baker’s yeast, a quieter fungus that has been domesticated by humans for millennia. The easy-going ways of modern strains make them well suited to the lab.

The researchers treated yeast with SLs and observed which genes were turned off and on in response. They found that this chemical signal increased the expression of genes labelled “PHO” that are related to phosphate metabolism. Further analysis showed that SLs function through Pho84, a protein on the surface of yeast that monitors phosphate levels, activating a cascade of other proteins in the phosphate pathway.

The researchers determined that plants release SLs when starved for phosphate, signalling the yeast to change its phosphate uptake.

They found the phosphate response to the SL signal holds true not only for domesticated fungi like baker’s yeast but also for wild fungi, specifically the detrimental wheat blight Fusarium graminearum and the beneficial symbiotic fungus Serendipita indica.

“Gene expression as an output from chemical treatment is key to this approach – it identifies the effect of the SL response on fungal growth.” says Lumba.

Scientists can use this straightforward method to systematically identify plant-derived small molecules that communicate with fungi. Enhancing the interaction with beneficial fungi could lead to advances in agriculture and mitigate pollution and food insecurity.

“The potential impact of this research can improve the lives of so many,” says Lumba. “It’s about healthy soil for a healthy planet.”

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Journal

Molecular Cell

DOI

10.1016/j.molcel.2024.09.004 

Method of Research

Experimental study

Subject of Research

Cells

Article Title

Modulation of fungal phosphate homeostasis by the plant hormone strigolactone

 

License to chill: Bond shows ‘regressive nostalgia’ can freeze a brand's future

University of Birmingham

Super-spy James Bond is a prime example of ‘regressive nostalgia’ highlighting how certain consumer groups cling to idealised 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.  

Whilst 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 – characterised as an arrogant, misogynistic, and racist Imperial British male. 

Publishing their findings today (17 October) in International Journal of Research in Marketing, consumer behaviour experts from the University of Birmingham and ESCP Business School, London note that regressive nostalgia is characterised by a preference for racial and cultural purity and heroic masculinity. The phenomenon harbours 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. 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.”  

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 (see Notes to Editors).  

ENDS 

For more information, please contact Tony Moran, International Communications Manager, University of Birmingham on +44 (0)782 783 2312 or t.moran@bham.ac.uk. For out-of-hours enquiries, please call +44 (0) 121 414 2772. 

Notes to Editors 

• The University of Birmingham is ranked amongst the world’s top 100 institutions, its work brings people from across the world to Birmingham, including researchers and teachers and more than 8,000 international students from over 150 countries. 

• ‘Theorizing Regressive Nostalgia: Understanding Exclusionary Consumers as a Brand Threat’ – Chloe Preece, Finola Kerrigan and Daragh O’Reilly is published in International Journal of Research in Marketing. 

Managerial toolkit to assess the threat of regressive nostalgia to a brand 

• What is the brand’s connection with the past? 

• What market research data does the brand have that supports the analysis of the brand’s relationship to the past? 

• Does the brand actively use the past and nostalgia in its positioning? 

• What does it cost the brand to sustain this connection with the past, and what is the brand benefit from doing so? 

• How do the brand’s consumers and stakeholders relate to the past? 

• What material and symbolic resources has the brand made available to consumers that relate to the past? 

• How are social media and other platforms enabling consumer/customer agency with respect to regressive nostalgia? 

• To what extent is the brand’s past copyrighted?  

• How easily can this past be altered, faked, or deep-faked? (considering the threats of AI) 

• What challenges may come from existing or historical celebrity endorsements, donations to political parties, merchandising figures, internet memes? 

• Given the brand’s past (imagined or real), what is the nature and scale of the threat to the brand from regressive nostalgia?  

• Is there any evidence of regressive nostalgia amongst consumers and if so, has this grown recently? 

• How might the brand’s corporate reputation be at risk? 

• In what way could regressive nostalgia possibly affect the brand’s strategic marketing and its marketing mix? 

• How can the brand mobilise inclusivity, diversity, and equality to counter regressive nostalgia if necessary? 

• What narrative(s) can and should be deployed, developed, adjusted, and managed by the brand to reflect contemporary positionings of the brand? 

• What domains and frames of reference or meaning-making are available to the brand when working with these divisive and polarizing issues? 

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Journal

International Journal of Research in Marketing

Subject of Research

People

Article Title

Theorizing Regressive Nostalgia: Understanding Exclusionary Consumers as a Brand Threat

Article Publication Date

17-Oct-2024