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. At the same time, rising social anxiety and sensitivity to judgment could make people more hesitant to express uniqueness. Given these shifts, the researchers wanted to track whether and how people's desire for uniqueness had changed over a 20-year period. The largest decline, at 6.52%, was in people's willingness to publicly defend their beliefs. The study also found a decline, albeit less steep, in people's willingness to break rules, indicating that people are less inclined to challenge norms or social expectations than two decades ago. Over time, people have become more reserved in behavior, choosing to conform to social norms rather than push boundaries.