Prof. G. Hofstede distinghuishes between indivual and collectivist cultures in which people differ in their position in the community.

Individualism

Individualism indicates that there is a greater importance placed on attaining personal goals. A person's self-image is defined as 'I'. People are part of a loose-knit social framework in which individuals are expected to take care of only themselves and their immediate families. People count on their own efforts to provide security in life. It is felt that if I am okay, I can best serve my interests and of those around me.

Collectivism

Collectivism indicates that there is a greater importance placed on the goals and well-being of the group. A person's self-image in this category is defined as “We”.  It represents a preference for a tightly-knit framework in society in which individuals can expect their relatives or members of a particular ingroup to look after them in exchange for unquestioning loyalty. People derive security from being part of a larger entity. It is felt that if the group is okay, my interests will be served best and I will be okay. 

Conform or Rebel

Consequently, people from collectivist cultures like to perform in teams and dislike being singled out. People prefer to conform to the group settings as a way to maintain harmony in the group. People from individualistic cultures on the other hand look for their unique place in life and act more independently. For them different opinions and contributions create opportunities.

• pictogram idea/design by Yang Liu