Alex Lifeson has been speaking to the Dallas Morning News (via Blabbermouth) about Rush's continued success. As Lifeson notes, part of the reason that the band has been able to maintain a strong relationship with their audience is because hey have never tried to be trendy:
"There's definitely a strong relationship between us and our audience," Lifeson said. "And I think it's partly because we've never been the cool thing. We've never been the trendy thing. We've just been hardworking and done what we believed in. We wrote the music we wanted to write. We didn't try to write pop hits … Maybe there's a cultish quality about who we are. We're kind of unknown to the majority of people, so you feel a little more connected to that as a fan. They feel like, 'They're my little discovery.' And that has changed a bit in the last four, five years - since [the 2009 movie] 'I Love You, Man' and the ["Beyond the Lighted Stage"] documentary. We have a new audience. We're getting more press than we used to. The [Rock and Roll] Hall of Fame thing. It's one thing after another."
The guitarist also stated that Rush’s grounded attitude is part of the reason for their continued appeal:
"There is something about us that's just not the norm in rock music. I don't know what it is. We've been a little outside, maybe. We've been grounded. We don't live the big rock lifestyle. I've got a 43-year-old son. I was a father when I was 17. I had that responsibility when I was young. You took the kids to school and got groceries. It's what everyone else does - except, maybe, Axl Rose. That lifestyle wasn't for us. And maybe that's what connects us to the fans. They feel like they can sit down with the guys in Rush and have a beer and it'd be no big thing."