Updated: 9 November 2016 It’s been a given in cross-cultural research in the behavioural sciences that Individualism has increasingly dominated in the West since at least the end of World War II while the rest of the world has tended to be collectivistic. In the context of the early 21st Century, this dichotomy provokes 2 key questions:- Was it ever as simple as: West, individualistic; rest of the world, collectivistic – and, if so, how did it get to be so? Is Collectivism being overtaken by Individualism – and, if so, what are the driving factors? Geert Hofstede, Gert Jan Hofstede & Michael Minkov (2010) define Individualism as “the degree to which individuals are integrated into groups”. In individualistic societies, the stress is put on personal achievements and individual rights. People are expected to stand up for themselves and their immediate family, and to choose their own affiliations. By contrast, in collectivistic societies, individuals are seen to act predominantly as members of a lifelong and cohesive group or organisation. People have large extended families which provide safety in exchange for unquestioning loyalty. Individualism, according to Ellen Meiksins Wood (1973), is the moral stance, political philosophy, ideology or social outlook that emphasises the… Read More