individualisering

Individualisering is a sociological and political concept describing a shift in modern societies from collective, group-oriented forms of identity and responsibility toward emphasis on the individual as the primary unit of decision-making, value formation, and accountability. It encompasses changes in social policy, education, work, family life, and everyday life where personal autonomy, self-determination, and individualized life courses become more central.

The term is used differently across disciplines and regions. In many Western contexts, it signals a move away from collective welfare arrangements, fixed social roles, and family- or community-based decision making toward personalized pathways and consumer-model governance. In Scandinavian debates, it is often linked to the emergence of individualized biographical narratives, where education, career, and care responsibilities are increasingly framed as personal choices and responsibilities rather than collective duties.

Mechanisms driving individualisering include deregulation, privatization, and the marketization of public services, as well as advances in information and communication technologies that enable data-driven personalization. Digital platforms, algorithms, and consumer analytics tailor services, products, and information to individual users, reinforcing a perception of distinct personal needs and preferences.

Impacts are diverse. Proponents argue that increased choice promotes freedom and efficiency, while critics warn of heightened individual responsibility for risks, greater social fragmentation, and erosion of solidarity. Concerns also arise about privacy, surveillance, and the potential neglect of structural factors such as inequality, access to education, and social support networks.

Related concepts include individualism, modernization, personalization, and neoliberalism.