Individualiseringen

Individualiseringen refers to the sociological process in which traditional structures of society—such as family, community, and occupational hierarchies—give way to a greater focus on personal autonomy, self-fulfillment, and individual choice. Introduced in the mid‑twentieth century, the concept has been explored extensively in European sociology, particularly by Danish sociologist Poul Erik Turup and Swedish commentators on modernity. It describes a shift from collective identities, like class or regional affiliation, toward more individualized lifestyles, identities, and career paths.

Key drivers of individualiseringen include the rise of the service economy, deregulation of labor markets, and the rapid diffusion of digital technologies that enable personal branding and instant communication. The result is an expansion of the “self as a brand” narrative, increased entrepreneurial activity, and a greater prevalence of gig‑work and freelance arrangements. In addition, social media platforms facilitate curated self‑presentations, reinforcing the emphasis on self‑definition.

Scholarly debates about individualiseringen focus on its social consequences. Proponents argue that it creates greater freedom, allows diverse cultural expressions, and reduces rigid class boundaries. Critics contend that it can deepen social isolation, exacerbate inequalities—especially when economic precarity forces a long‑term existence into temporary jobs—and erode social solidarity. Empirical studies in Scandinavia have linked high levels of individualisation with reported loneliness, yet also with high levels of life satisfaction among younger cohorts.

Overall, individualiseringen is a central analytic lens for understanding contemporary shifts toward autonomy and self‑ownership, while simultaneously presenting challenges for social cohesion and equitable resource distribution.