Collectivism/Individualism

Collectivism is a societal orientation toward promoting the well-being of the collective, whereas individualism is a societal orientation toward the well-being of individuals. Collectivism and individualism are important concepts in group processes and intergroup relations because these concepts capture two fundamental motivations of homo sapiens: “getting along” and “getting ahead.” Because humans are social animals living in a group that often has complicated internal structures (e.g., an organization), we must get along with other group members while simultaneously trying to get ahead of them.

Collectivism and individualism can be understood as two significant ways to deal with these two fundamental human needs at the level of society. Society consists of multiple groups that compete with one another for resources for survival. Thus, in addition to an individual's need for survival, the group has its own need for survival. Collectivism can then be considered a solution that attempts to maximize harmony and solidarity among group members (i.e., “getting along”), while minimizing the potentially destructive effect on the group as a whole of egotistic behaviors on the part of individual group members. In contrast, individualism can be considered as a solution that attempts to maximize the pursuit of self-interest (i.e., “getting ahead”), while minimizing the oppressive effect of the group on individuals.

When faced with competition from other groups, a group is likely to adopt a collectivistic approach because intergroup competition requires a degree of solidarity among members within the group. When a group does not face significant competition from other groups and has sufficient resources to share, it should be more receptive to an individualistic approach. Ultimately, collectivism and individualism are two adaptive approaches to the prevailing intra- and intergroup conditions. This entry looks at the history of these two social orientations and describes different ways that each may be expressed in society.