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The consultancy born at the intersection of behavioral economics and human experience.

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Aslan Patov, CEO

20+ CX specialists

Life at Renascence

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Comprehensive CX and management consulting for enterprise brands.

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CORE

Customer Experience

End-to-end transformation

Behavioral Economics

Science of decisions

Journey blueprints

Strategy Consulting

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Cultural Change

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SPECIALIST

Digital Transformation

Technology-led CX

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Org. Transformation

Restructure for CX

Solutions

Structured solutions that turn CX ambition into measurable outcomes.

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Vision, ambition & roadmap

Benchmark where you are

Operating model & standards

Listen, analyze, act

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DESIGN & DELIVERY

Map & redesign journeys

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Turn complaints into loyalty

CULTURE & EXPERIENCE

Customer Rituals

Moments customers remember

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Policies that protect customers

Industries

A decade of CX transformation across the region's defining sectors.

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BUILT ENVIRONMENT

Developers & communities

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Opinion

Insights, research, and conversations at the frontier of CX.

ReadExperience JournalArticles & research on CX, behavior, and transformation.Watch & listenExperience LoomThe Naked Customer — our video podcast on CX & behavior.

LATEST ARTICLES

Customer ExperienceThe March 2026 CX Events Worth Putting in Your Calendar Customer ExperienceCustomer Experience (CX) Framework: Key Components and Best Practices Digital TransformationJobs-To-Be-Done Customer ExperienceCX in Real Estate

LATEST EPISODES

Ep. 03 · Customer LoyaltyCustomer Loyalty, Brand Loyalty & CX Ep. 02 · Artificial IntelligenceAI in Customer Experience Ep. 01 · CX AwardsCustomer Experience Awards

Hub

Free tools, templates, and resources to advance your CX practice.

NEW · MANIFESTO

Burn the Deck. Ten Virtues. Zero Excuses. — read our manifesto for the brave consultant.

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FREE TOOLS

Ready-to-use templates

Interactive learning

Behavioral Biases

The science of CX

Shifts shaping CX

LEARNING

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CULTURE

Burn the Deck — our manifesto

Experience

Nostalgia Bias

People view the past more favorably than the present, influencing preferences.

Apply this with us All biases

What it is

People view the past more favorably than the present, influencing preferences.

The category

A Experience bias — part of the REBEL behavioral library.

Origin

Discovered byHolbrook, M. B., & Schindler, R. M. (1991). Nostalgic Bonding with Consumer Preferences. J. Consumer Research, 20(2), 330–345.

How it shows up in CX

Customers favor nostalgic products and experiences, often believing ‘older was better.’

CX pillars it strengthens

RecognitionEmotionsIntegrity

How to design with it

1

Leverage nostalgia.

2

Use retro themes and callbacks to past experiences.

3

Reintroduce classics.

4

Bring back discontinued or ‘vintage’ editions.

5

Connect emotionally.

6

Tell brand stories that evoke nostalgia.

The evidence

Participants rated music from their youth as better than recent songs, even when compositions were identical. In CX, nostalgia-driven branding increases emotional engagement and loyalty.

Supporting biases

Mere Exposure EffectFamiliarity Bias

Opposing biases

Novelty EffectFuture Focus Bias

Related biases

Affect Heuristic

People rely on emotions rather than logic when making decisions.

Delayed Gratification Bias

People struggle to prioritize long-term benefits over immediate rewards.

Empathy Gap

People underestimate how emotions affect their own and others' decisions.

Behavioral Biases

Design with behavior, not against it.

Explore more biases, or work with us to apply behavioral science to your customer experience.

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