The Conformity Era: Why Standing Out Is Out - and What It Means for Marketers

A study published in Collabra: Psychology reveals a 20-year decline in people's motivation to stand out or express uniqueness. Analysing data from over 1.3 million participants between 2000 and 2020, researchers found significant decreases in three key areas: willingness to defend personal beliefs publicly, adherence to rules, and concern about others’ reactions.

The most pronounced decline (6.52%) was in individuals’ comfort with expressing and defending their beliefs, suggesting rising self-censorship driven by fear of social backlash, especially in online spaces. Social media’s punitive environment and heightened public scrutiny were highlighted as contributing factors. Interestingly, this trend began as early as 2001, predating the widespread adoption of social media, suggesting deeper societal influences.

People also showed a growing concern about how they’re perceived by others, reflecting a prioritisation of social harmony over personal authenticity. Additionally, a smaller decline was observed in willingness to break the rules, indicating greater conformity to societal norms.

The study’s lead author, Professor Bill Chopik, emphasised how these trends reflect broader shifts in public discourse and self-expression, potentially influenced by social anxiety and digital dynamics. While changes in need for uniqueness were gradual, they revealed an increasing reluctance to stand out.

The findings raise questions about how societal changes, including digital culture, shape individual behaviour and self-expression.

How marketers should respond

The findings from this study also have profound implications for marketers, particularly in how they approach audience engagement, messaging, and brand positioning. Here’s what it could mean:

1. A shift toward collective identity over individual expression

The decline in people’s motivation to stand out suggests that consumers may be increasingly drawn to brands that prioritise inclusivity, community, and shared values over individualistic appeals. Marketers might need to focus more on fostering a sense of belonging rather than championing uniqueness. Campaigns that emphasise collaboration, social harmony, or collective purpose may resonate more deeply with modern audiences.

2. Rising importance of social validation

As consumers grow more concerned about others’ opinions, social proof becomes even more critical. People are likely to rely on reviews, endorsements, and user-generated content to validate their decisions. Marketers should invest in building trust through testimonials, influencer partnerships, and community-driven content that aligns with their audience’s values.

3. Heightened sensitivity to controversy

The fear of backlash and self-censorship noted in the study suggests that consumers are more cautious about engaging with brands or content that could be perceived as controversial. Marketers must tread carefully, particularly in sensitive areas, ensuring that their messaging is inclusive, considerate, and reflective of their audience's evolving sensitivities.

4. Demand for “safe” engagement spaces

With increased social anxiety, audiences may seek out more private, less scrutinised spaces to interact with brands. This trend could fuel the rise of niche communities, direct fan platforms, or exclusive membership spaces where users feel safer expressing themselves. Marketers should explore tools like true fan software, private forums, or loyalty programs to create controlled environments for interaction.

5. Subtle, values-driven marketing

While bold, disruptive campaigns have their place, this trend toward conformity and self-censorship may favour a softer, more nuanced approach to marketing. Brands that subtly align themselves with their audience's values—without overtly challenging social norms—could find greater success. For instance, focusing on sustainability, social justice, or mental health in a way that feels authentic yet non-divisive could strike the right balance.

6. Long-term loyalty over fleeting virality

If consumers are less inclined to express bold or unique identities, they may also be less likely to participate in viral, attention-grabbing campaigns. Instead, marketers should focus on building deeper, long-term relationships with audiences. Strategies like personalised messaging, exclusive offers, and ongoing engagement may prove more effective than one-off campaigns.

7. The challenge of differentiation

With audiences gravitating toward conformity, brands face a tougher challenge: how to stand out without alienating their cautious, harmony-seeking customers. This requires striking a delicate balance—differentiating through authenticity and meaningful action rather than flashy or divisive tactics.

8. The power of quiet confidence

The growing reluctance to stand out doesn’t mean people lack opinions; it means they may express them differently. Marketers can harness this by empowering customers to engage in subtle, values-driven ways. For instance, creating low-pressure opportunities for advocacy (like sharing stories anonymously or participating in quiet acts of activism) can foster deeper emotional connections without forcing overt displays of individuality.

What does this mean for marketing’s future?

This shift suggests a new era where brands must adapt to a more cautious and values-conscious consumer. Success will depend on creating strategies that balance authenticity with sensitivity, celebrate community over the individual, and offer meaningful, safe spaces for engagement. Brands that can anticipate and adapt to these changes will be better equipped to connect with their audiences in deeper, more impactful ways.