Changes in Need for Uniqueness From 2000 Until 2020

Abstract

People have a need to express themselves and to be unique from others. However, this need might conflict with other goals, such as the need to belong and fit in with others. Recent research and polling suggest that people may be more reluctant to express themselves and stand out than in previous years, but few studies have examined such societal trends in a systematic way. We examined changes in need for uniqueness among 1,339,160 Internet respondents (Mage = 21.09, SD = 9.69; 65.8% women) from 2000 and 2020. Across the 20-year period, participants who completed the survey more recently reported a lower need for uniqueness, particularly in terms of not wanting to defend their beliefs in public forums and caring more about what others think about them. Results are discussed in the context of possible causes of changes in uniqueness desires and the possible societal implications.