Collective vs. Individualistic Cultures

Is it me or does anyone else feel the subtle, yet huge differences between how members of a Collective culture approach life & interact vs. how the members of Individualistic cultures do?

I am a Persian woman, an OD consultant, a mother, partner, etc.etc. I have lived in this country for over 31 years, most of my teen years and adulthood. I've worked hard and defined my own individuality, finished grad school, belong to and work with many organizations, none of which are Persian (Iranian). Hence, I've considered myself very Americanized, until living with a real American (here for generations) for the past two years. Boy, in comparison to him do I see and feel how still Persian I am in all that I do and all my approach! I speak English, follow American rules, have learned the system real well, strategize like Americans do. Or I thought I did!! Surprise, surprise....

When I say, "like or unlike American's", I'm referring to one cultural aspect in particular.  The aspect of approaching life through an Individualistic perspective or a Collective perspective.  Of course, my awareness in this area has enhanced since my daily practice of mindfulness. I notice that I experience a strong resistance to pursue happiness as an individual; that for no prize nor reward, no matter how huge, I cannot, will not, strategize in ways that only considers "me" or only one individual. I am UNABLE to think in that manner. I see it in smallest things I do or big solutions I come up with to solve problems. IF more than one person is involved, I CANNOT disregard their well-being, even if I tried very hard. Where as my partner, the American, who is kind, compassionate and actually in the business of social services is not so rigid about this.

Observing how my ego behaves vs. his, I could see that our egos have slightly different manifestations and energies. His ego distinguishes his "me" from others, my ego includes others in the "me". Hence, there is no separate "me."  How 'bout that?  My origin of thinking is formed by the values of a Collectivist culture, and his are formed by the values of an Individualistic culture - i.e. the value of individual pursuit of happiness. So it is very difficult to sometimes see eye to eye even on matters we agree on.  For we  experience events differently due to our cultural values and frames of reference to phenomena. The funny thing is that in the midst of agreement we may fall into conflict merely because our cultural values are different. 

Know these subtle differences become crucial in not only relationships also in planning and strategizing at the corporate, government and all other levels.  Not allowing room for any of these subtle differences when planning a project or conducting business analysis, may become a blind spot that cause project or analysis failure.

Based on detailed analyses of international employee values that IBM collected from 1967 to 1973 and subsequent validation studies, Professor Geert Hofstede® has engineered a model with five dimensions that differentiate cultural values and behaviors.

These cultural dimensions are key to understanding how to more effectively negotiate international trade deals with people in other countries. Even large multinationals like Starbucks and Wal-Mart loose billions  when they assume that people in foreign lands will share the same cultural negotiating and decision-making behaviors as in their home country America.  

Individualism Defined

One of Hofstede’s cultural dimensions is called individualism. This dimension measures the extent to which people care for themselves and their immediate family only. Highly individualistic countries are generally richer countries like the United States and Canada.

Low individualism cultures practice collectivism which stresses collective efforts. Typically practiced in poorer countries (in per capita terms) like Guatemala and Taiwan, people from birth onwards are integrated into strong groups that offer continuous protection in return for unquestioning loyalty.

Based on Hofstede’s statistics, the world average individualistic score is 43 points per country.

High Individualism Countries

Below is a list of countries with the highest individualism scores.  Notice, United States is at the highest individuality rate than any other country in the world.

• United States ... 91 (111.6% higher than world average)
• Australia ... 90 (109.3% higher)
• United Kingdom ... 89 (107% higher)
• Canada, Netherlands, New Zealand ... 80 (86% higher)
• Italy ... 75 (74.4% higher)
• Belgium, Denmark ... 74 (72.1% higher)
• Sweden ... 73 (69.8% higher)
• France ... 72 (67.4% higher)
• Ireland, Switzerland ... 68 (58.1% higher)
• Germany, Norway ... 67 (55.8% higher)
• South Africa ... 65 (51.2% higher)
• Finland ... 64.5 (50% higher)
• Poland ... 61 (41.9% higher)
• Israel ... 54 (25.6% higher)
• India ... 49 (14% higher).

Low Individualism Countries

The following shows the countries with the lowest individualism scores from Hofstede’s study.

• Guatemala ... 6 points (86% lower than world average)
• Ecuador ... 7 (83.7% lower)
• Argentina, Panama, Peru ... 11 (74.4% lower)
• Venezuela ... 12 (72.1% lower)
• Colombia ... 13 (69.8% lower)
• Indonesia ... 14 (67.4% lower)
• Costa Rica, Pakistan ... 15 (65.1% lower)
• Taiwan ... 17 (60.5% lower)
• South Korea ... 18 (58.1% lower)
• El Salvador ... 19 (55.8% lower)
• China ... 20 (53.5% lower)
• Singapore, Thailand ... 21 (51.2% lower)
• West Africa* ... 21 (51.2% lower).

Other Country Individualism Scores

Shown below are the individualism scores for other countries in Professor Hofstede’s study. Notice, Iran is at an average level, hence individuality is still valued in balance to collectivism.

• Japan … 46 points (7% higher than world average)
• Iran, Spain … 41 (4.7% lower)
• Brazil, Jamaica … 38 (11.6% lower)
• Arab World* … 38 (11.6% lower)
• Turkey … 37 (14% lower)
• Uruguay … 36 (16.3% lower)
• Greece … 35 (18.6% lower)
• Philippines … 33 (13.3% lower)
• Mexico … 30 (31.2% lower)
• East Africa** … 27 (37.2% lower)
• Portugal … 26 (39.5% lower)
• Hong Kong, Malaysia … 25 (41.9% lower).

What is often miss-diagnosed in the business world, the assumption and expectation that people from collectivist countries who have lived here most of their lives, but not for generations, would and should behave as a true individualist would.  As a Business Analyst, Org Behavior Specialist, OD Consultant and trainer, my curiosity is with how each person experiences cultural differences, plans  and acts accordingly? 

In the above example, two equally compassionate people, one from a Collective, the other from an Individualistic culture experience their interactions very differently.  One's ego seems relatively less egoistic, if you will, due to having internalized archaic clues that point to a notion that "Us" is all there is,  And the other's ego has embodied the view of "Us & Them". 

In the Collectivist, "Us" cultures, everyone cares about everyone. Even if their caring is unwise and harmful it is accepted and thought of as the only way. Where as in the Individualistic, "Us & Them" Culture, others' caring might sometimes feel annoying, a violation of boundaries; judged as enmeshment.... One must look out for themselves first before anyone else.  Elders in these societies are more often left to receive care from strangers.  While in the collectivist cultures, parents and grand parents become the responsibility of their children as soon as they are old enough to need care.  In collectivist societies, no one is really alone even if they try very hard to isolate. Someone will get to them eventually. People are always there to share their joy with others and to share the pain of others with them. They find comfort in such organic support systems.

This is not an argument for either one of these subcultural types as good or bad or better and worse.  the idea is to pay attention and be aware of these subtle differences; then create the necessary space in our minds, hearts and planning processes to include them.

Thanks and Happy Spring. FYI, Saturday March 21st at 10:32am the Iranian New Year happens. It is called Norooz (new day). We celebrate for the first 13 days of Spring. The proper greeting to an Iranian/Persian is "Aideh Shoma Mobarak" or "Norooz Mobarak"

Dr. Manijeh