Exploration of Collectivism in Contemporary Sweden

Abstract

According to Hofstede’s individualism-collectivism index, Sweden is a highly individualistic culture. However, Swedes’ tendencies toward conformity and prioritization of social cohesion over selfexpression directly contradicts this notion. This study employs a grounded theory approach to interpret informant narratives on the ostensibly paradoxical relationship between collectivism and individualism in contemporary Sweden. In-depth interviews reveal that Swedish individualism-collectivism is distinguished between the public (e.g., society, community) and private (e.g., individual aspirations, the nuclear family) domains of social life. Specifically, in the public sphere, Swedes exhibit collectivist mentalities. Conversely, in the private sphere of life, Swedes prioritize individualism and autonomy. Further, informant accounts reveal that the collectivist values of self-transcendence and compliance significantly influence consumer behaviors in Sweden. Consequently, advertisers should emphasize sustainability and inclusivity when targeting this demographic of consumers.