Implications of Groupism and Pressure to Conform

Mark Twain once said “Whenever you find yourself on the side of the majority, it’s time to pause and reflect.” This saying exemplifies a belief that being an individual is preferable to blending in.  Western culture has countless other ways that show how much value we place on the importance of individualism: we are often taught to “be yourself” and thinking differently from the group is often praised for being creative – to be told you are unique is seen as positive.

However, the traditional ways of thinking in Asian cultures lie in stark contrast to western ideas of individualism.  In fact, the Japanese language has a proverb that goes “the nail that sticks up gets hammered down.” [Deru kugi wa utareru. 出る釘は打たれる]  This idea stems from the belief that conformity is necessary for the good of the whole group; those who do not conform will be beaten into submission.  This belief permeates most aspects of Japanese culture from personal relationships to business and consumer behaviour.  It simply would not be possible to study consumer behaviour in Japan without bearing this in mind.

For Japanese people, just like in any other culture, expressing their individuality is still important; however, they tend to do this in more subtle ways so as not to offend their peers.  They accomplish this through less obvious details that may not be instantly recognizable, but can still be noticed by their peers: a small insignia on a pen or a watch, unusual stitching on a shirt sleeve, a bracelet with an intricate design that only a close–up eye can appreciate.

A good example of this is to look at the top–selling designer goods in Japan vs. China or Western markets.  The popular items overseas often feature gaudy colors and designs, and the brand name prominently displayed – all with the objective of attracting attention.  By contrast, in Japan, sophistication and modesty remain key and gaudy designs that say ‘look at me!’ are not appealing. ‘Simple’, ‘refined’, ‘modest’, are all terms which best describe the Japanese mindset when it comes to product / brand choices.