March 14, 2020

In America, we learn about rugged individualism from a very early age. It isn’t something conscious, we just know at a cellular level that we are to think about ourselves first. We are taught to be resourceful, we learn to be self-reliant and we compete fiercely to get ahead. In many ways, and in the right circumstances, individualism has the potential to bring forth creativity, responsibility and conscientious leadership. We take care of ourselves and then have energy to lead our lives well. I like to think of it as the flight attendant’s instruction… “put on your own oxygen mask before helping others with their masks.”

There exists a darker and less productive side to individualism, however. Individualism can lead to selfishness, hoarding and a sense that there are finite resources and power to go around. In other words, we step on one another to get ahead. This kind of individualism can lead to xenophobia, racism and isolation. This way of being is unproductive and filled with fear.

We are now facing a global health and economic crisis and most of us have never experienced anything like it in our lifetime. We are asked to shift dramatically. We are asked to do a “180”. We are asked to sacrifice.

How does this sacrifice feel? Moving towards considering the greater good before ourselves is something really rare in our culture. It starts with a deep consideration of what is truly needed for our communities and our world. We act in ways that don’t serve ourselves but have the potential to reduce the spread of the virus and reduce the burden to others. Surprisingly, sacrificing for others is quite energizing. It is rolling up our collective sleeves and asking the question “What can I do to help?”

In other cultures, collectivism is the norm. Individual thoughts, feelings and behaviors are focused on the greater good and the community at large. The behaviors that require altering, to deal with a pandemic, occur more easily in these cultures as they are in line with how individuals see themselves in the world. Individuals in these cultures seamlessly do what is right for the good of their nation’s people.

These differences beckon a larger question. Why do we experience individualism and collectivism as polarized positions? It is as if our brains have a conditioned on and off switch! To consider others, we must turn off our rugged individualism switch. Could we consider that this global pandemic might be inviting us into a new cultural way of being? What if we could experience energized creativity, leadership and collaboration for ourselves and the greater good? It doesn’t require a toggling back and forth as much as a synchronization of self-care and attentiveness to others. A new word is needed… attentivism meaning attending to what matters. Our energy and creativity can be both generous and generative.

To move towards attentivism, we need some guidance. First, individuals must set boundaries for themselves. Boundaries are both visible and invisible protections of one’s time, energy and resources. From a boundaried space, one then attends to what is in service of the greater good — energized individuals focusing on others. With vitality and attention, all change requires less effort. We can build, create, and shape the world that we want to live in more harmoniously. We can hopefully create a new cultural conditioning for future generations and potentiate both greater individual opportunity and societal growth and prosperity.