In modern society, where pressure to conform increases every year, the concept of individuality is increasingly becoming the subject of research and sociological observation. According to data from the Pew Research Center in 2023, 64% of Americans believe that social networks shape behavioral standards that hinder self-expression. Similar data is provided by the European Union Agency for Fundamental Rights (FRA): in a 2022 survey, 58% of young Europeans admitted feeling pressured to "act like everyone else" to avoid criticism or isolation.
Historically, the desire for individuality sharply increases during periods of social instability. For example, in the post-crisis period of 2008–2012, there was a 23% rise in the popularity of non-standard professions and creative fields, according to the UNESCO Institute for Statistics. At the same time, sociologists note that individuality is increasingly becoming not an internal quality but a marketable product—for instance, the personalized content industry, including customized clothing, music, and recommendations, reached a global turnover of $38 billion in 2024 (Statista data).
Nevertheless, the degree of expressed individuality is directly related to the level of tolerance and freedoms in a particular country. The Personal Freedom Index, published by the Cato Institute in 2023, showed that in countries with a high level of democracy (such as Norway, Canada, New Zealand), the proportion of citizens identifying themselves as "atypical" or "outside the norm" exceeds 40%, whereas in countries with authoritarian regimes, this figure does not exceed 15%.
Thus, being an individual under pressure to conform is less an internal attitude and more a political-social act. In 2025, more than 70% of surveyed Millennials and Gen Z in a global Deloitte study stated that freedom of self-expression is one of the main factors when choosing a place to live, work, and study.