A recent study published in Collabra: Psychology has found a notable decline in people's motivation to stand out or be unique over the past two decades. Researchers analyzed data from over one million people between 2000 and 2020, measuring various aspects of uniqueness, including willingness to defend beliefs, adherence to rules, and concern over others' reactions. Results revealed declines across all three areas.

The new study was motivated by evidence suggesting that people are increasingly concerned about the social consequences of expressing opinions, particularly in online spaces where scrutiny is often harsh and widespread. Polling data and past research suggested that fear of isolation or criticism might make people more cautious about sharing beliefs or acting in ways that draw attention.