Individualistic vs Collectivistic Cultures

*Quick disclosure before I begin:

When categorising cultures, it is important to keep in mind these are generalised measurements and understandings of societies and cultures — so of course nuances and exceptions exist!*

With that being said, individualistic and collectivistic cultures refers to a social psychology concept of measuring cultures based on their shared values, identity, and behaviour. This is not always a matter of eastern and western countries as we can see these cultures existing in both.

For the sake of this article just being a brief overview, I will stick with the general measurements.

Individualistic Cultures:

When thinking of individualistic cultures, think of “the self”. In these cultures, one must be responsible for and rely on themself as an individual. There is an emphasis that relies upon autonomy, freedom, self expression, independent goals, and unique identities. Decision making typically will centre around the self and personal goals.

Countries include:

USA, UK, Australia, Canada, Netherlands, Germany, Ireland, Denmark, Sweden, Norway, Belgium, and more.

Thoughts could be:

“How do my actions impact me?”

“What is best for me?”

“What are my aspirations?”

Behaviours canlook like:

• Speaking up for or expressing oneself, even to those higher on the hierarchical scale.
• Self preservation through communication and actions.

Communication tends to be direct and explicit. Blunt and to the point messages are conveyed, these cultures typically will say what they mean directly. (Again, it is essential to consider that nuance will exist within these contexts.)

Decision making normally will center around the self and personal goals. Though this does not exclude the option to seek support and look to others for advice or guidance. It indicates that the individual is primarily the decision is theirs and so are its impacts.

It indicates that the individual is the primary decision maker. However, they are also the primary recipient of the impacts, whether positive or negative.

So, the individual tends to be the primary reflection of their own choices and actions.

One example that comes to mind, American students university choice.

Typically the process starts with the questions, “What do I want to do with my life? What is important to me for my 4-year college experience? Who do I want to be? What are my goals?”

Again, this is not the case with everyone’s experience but again this is a generalised measure.

Students typically start the preparation process by earning the best grades they can, studying for the SAT/ACT, performing their best athletically, volunteering, etc. They tour campuses to consider their options. Then they ultimately choose a university based on their goals — the programs available, social life, sports, alumni networks, and the list goes on.

This process highlights the students choices and considerations are generally focused around the unique goals and dreams of the individuals.

Then the process begins, most will move away from home around the age of 18. Typically leaving behind family and the community they grew up in to experience something new for themselves.

Other examples can look like:

• Senior citizens living in nursing homes (instead of moving into the home of a relative or community member)
• Saving money for oneself rather than for that of the community
• Moving abroad in pursuit of a better career

Collectivistic Cultures:

When thinking of collectivistic cultures, think of the “group” or community. In these cultures, the needs of the collective come before the needs of the self. Meaning interdependence is emphasised contrary to the independence that was emphasised within individualistic cultures. The goals of the group are prioritised over those of the individual. Group loyalty is essential as collectivistic cultures tend to be predicated upon the strength of the relationships. Preservation is priority. This can look like saving face and upholding agreement — as these are behaviours that enable group harmony.

Countries Include:

China, Japan, India, Mexico, Indonesia, Nigeria, Colombia, Brazil, Singapore, South Korea, Pakistan, and more.

Thoughts could be:

“My role here is ___”

“How will this reflect my community?”

“Am I respecting authority?”

Behaviours can look like:

• Including elders on major life decisions — such as choice of school, career path, marriage, and more.
• Conformity to the needs of the group takes priority over the needs of the self. This can be reflected in beliefs, behaviour, and expressions.
• Less likely to express personal views or raise questions, especially to those with more authority i.e. choosing not to speak against your boss, even if they are wrong

Indirect communication is often found in many collectivistic cultures. Avoiding direct bluntness can oftentimes be found as the default. Communicating while preserving the harmony of the collective means utilising implicit communication. Relying more upon nonverbal ques.

Decision making is typically rooted in what would be most beneficial to the group, even if this comes at the cost of the individual.

In the same context of decision making for university, in a collectivistic culture, the process will look different than the individualistic.

When considering university as a young student, the question of whether or not attending university is right for the individual will first be considered in the context of the community. If it is decided that university is appropriate, the field of study and location is then considered.

This could potentially look like — the group deciding that a university geographically further from the family/community is just as it has a better program for the selected field of study. The long term benefits of a member of the collective having the best quality of education possible is worth the distance from the collective. The better quality of education, the more profound the potential rewards for the collective. Rewards can be social, monetary, etc.

Other examples can look like:

• Multigenerational homes

• Moving abroad for a better career but with actions that impact the collective i.e. sending money back home, plans to move the family abroad, etc.

Conclusion:

As the world continues to shift and change, we see this reflected in cultures as well. The dynamics may evolve. Cultures may adjust.

I’m simply providing you with the foundation of understanding.

I’ve been seeing recent debates whether some countries still fall into their classified side or if updates need to be considered.

My advice? Take this foundational understanding and look for the beautiful nuances that exist.

We need both individualistic and collectivistic cultures. Neither one is wrong or right. They each possess their own pros and cons. They each hold their own unique beauty and possibility. Most importantly, if you look hard enough, you will find that in some cases — they exist within one another.