Individualism
個人主義
Whether people define themselves by personal goals or by the groups they belong to.
Individualism: IN 24, BR 36, CN 43, PL 47, UA 55, IL 56, KR 58, US 60, JP 62, FR 74, UK 76, DE 79, NORD 83 (FI 75, NO 81, SE 87, DK 89), NL 100.
NORD is drawn as a span over its members: FI 75, NO 81, SE 87, DK 89.
Country averages. About 80% of variation in values is between people inside a country (Taras et al. 2016).
Source: The Culture Factor country comparison tool, current values (revised around 2023), retrieved 2026.
Positions as text
| Country or region | Score |
|---|---|
| India IN | 24 |
| Brazil BR | 36 |
| China CN | 43 |
| Poland PL | 47 |
| Ukraine UA | 55 |
| Israel IL | 56 |
| South Korea KR | 58 |
| United States US | 60 |
| Japan JP | 62 |
| France FR | 74 |
| United Kingdom UK | 76 |
| Germany DE | 79 |
| The Nordics NORD | 83 (mean of FI 75, NO 81, SE 87, DK 89) |
| Netherlands NL | 100 |
The two ends
- Left end Collectivist
- People belong to in-groups, such as the family or the company, that look after them in return for loyalty. “We” comes before “I”.
- Right end Individualist
- People are expected to look after themselves and their immediate family. Personal goals and “I” come first.
What it is built from
Originally built from IBM work-goal items: how much people value personal time, freedom and challenge in a job, against training, good physical conditions and the use of their skills.
Six dimensions from Geert Hofstede's research, which began with an IBM employee survey in 1967 to 1973 and was extended by later replications. The scores are The Culture Factor's current values, revised around 2023, on a 0 to 100 line.
Limits: these are national averages. About 80% of variation in values lies between people inside a country, and applying a country score to an individual is the ecological fallacy. How to read these scales