Why Narcissism Is Increasing in the Modern World
As folks who study narcissism, we’ve all seen the headlines: “The Narcissism Epidemic!”, “Selfie Culture Is Ruining Us!”, and so on. But beyond the clickbait, something real is happening. Over the past few decades, we’ve seen measurable increases in self-reported narcissistic traits, especially in Western cultures.
The evidence isn’t perfect — I know we debate the cross-cohort validity of tools like the Narcissistic Personality Inventory (NPI) — but meta-analyses (like Twenge et al., 2008) point to small but consistent upward trends.
So the big question is: Why? Why are traits like entitlement, vanity, and self-promotion becoming more culturally normalized? And why does this seem to transcend just “young people today” narratives?
In this piece, I want to explore a few key drivers. My goal isn’t to convince you that narcissism is “bad” or “good” — we know it’s a complex trait — but to unpack why the cultural soil seems more fertile for narcissistic tendencies today than it was a generation or two ago.
How Culture Is Changing (And Nudging Us Toward Narcissism)
The shift toward individualism
One of the clearest macro trends is the global rise of individualistic values. Inglehart & Baker’s work on cultural modernization shows that societies moving through economic development tend to shift away from collectivist norms toward personal autonomy and self-expression. This is particularly true in the U.S., Canada, Australia, and parts of Europe, but the wave is spreading globally.
Now, here’s where it gets interesting: Narcissistic traits thrive in individualistic cultures. When society values uniqueness and standing out, traits like assertiveness, self-promotion, and self-admiration become adaptive — even celebrated. Take the rise of influencer culture in South Korea, for instance: a society traditionally more collectivist, now awash in “look at me” content that rewards appearance and self-branding.
I’ve noticed this shift even in subtle language cues. Compare job ads from the 1970s vs. now. Today, words like “leader,” “visionary,” “self-starter,” and “personal brand” dominate — all language that aligns with a more narcissism-friendly worldview.
The self-esteem movement’s unintended consequences
Let’s talk about something close to home: the self-esteem movement. In the 1980s and 1990s, educators and psychologists (often with the best intentions!) pushed the idea that boosting children’s self-esteem would improve outcomes across the board. “Every child is special!” became a mantra. Participation trophies became ubiquitous.
The problem? We now know from longitudinal studies (e.g., Brummelman et al., 2015) that inflated praise and unconditional affirmation can foster narcissistic traits, especially in children already prone to them. When kids are told they’re extraordinary without corresponding effort or achievement, they may internalize a sense of entitlement rather than healthy self-confidence.
This is a hard one for us to talk about because many of us (myself included) supported these movements early on. But it’s a potent example of how cultural values around self-worth can shape narcissistic tendencies at the population level.
The erosion of community
Finally, let’s zoom out to the social fabric. Traditional community structures — religious organizations, neighborhood associations, even extended families — have weakened considerably in many parts of the world. Robert Putnam’s famous Bowling Alone thesis captured this trend in the U.S., but similar patterns exist elsewhere.
Why does this matter? Community provides external regulation of the self. In tightly knit social groups, overt narcissism tends to be checked by social sanctions — it’s harder to get away with constant self-promotion or entitlement when you’re embedded in reciprocal, interdependent relationships.
But as we move toward more fragmented, transient social lives, the feedback loop weakens. Online communities, in particular, often reward rather than punish narcissistic behaviors — a topic we’ll dig into more in the next section.
If you’re nodding along, great. If you’re skeptical — even better. I think as experts, we need to resist simple narratives and keep asking: what’s driving these cultural shifts, and how do they interact with the trait of narcissism itself?
Next, I want to dive into one of the most obvious but complex drivers: technology and social media. And trust me — it’s not just about selfies.
How Technology and Social Media Are Supercharging Narcissism
Alright, now we get to the part everyone loves to talk about — technology and social media. It’s tempting to simply blame Instagram or TikTok for the rise in narcissism, but as you and I know, it’s more complicated than that. The relationship is bidirectional: social media both attracts and amplifies narcissistic traits, and the platforms themselves are designed in ways that subtly nudge users toward more narcissistic behaviors.
Let’s walk through some of the mechanisms at play.
Social comparison and curated identities
First, let’s talk about social comparison. Humans are wired to compare themselves to others — we’ve known this since Festinger’s classic social comparison theory. But social media puts this process on steroids.
On platforms like Instagram, people don’t just present reality — they present the best version of themselves, often heavily edited or staged. This creates a loop: users compare their everyday lives to the curated highlight reels of others, leading to anxiety, envy, and an increased drive to keep up appearances.
For those with narcissistic tendencies, this environment is perfectly suited to feed self-enhancement motives. They can curate an ideal self-image, bask in likes and praise, and selectively highlight moments that reinforce their grandiose self-view.
A recent study by Gnambs & Appel (2018) found that narcissism predicts both more frequent social media use and more self-promotional content, which in turn increases social comparison — a self-reinforcing cycle.
Quantifiable validation
One of the most unique aspects of social media is that validation is quantified. Likes, comments, shares, followers — all of these offer immediate, countable feedback.
For a narcissistic individual, this is irresistible. We know from studies on reward sensitivity (e.g., Meshi et al., 2013) that social media likes activate the brain’s reward circuitry, similar to addictive substances. This creates a feedback loop where self-promotion is reinforced through dopamine hits.
Even for the average user, this quantification subtly shifts behavior: people start crafting posts designed to maximize likes rather than to authentically share. Over time, this promotes more narcissistic self-presentation even among those who might not score high on trait narcissism.
Algorithmic amplification
Here’s where it gets really interesting — and troubling. Social media platforms don’t just passively display content; they actively amplify certain types of content based on engagement metrics.
And what kind of content tends to drive the most engagement? You guessed it: emotionally charged, attention-grabbing, often self-aggrandizing posts.
Recent work by Berryman & Ferguson (2021) shows that algorithms preferentially surface posts with high narcissistic markers — provocative selfies, clickbait captions, extravagant lifestyle displays. This creates a dynamic where narcissistic content not only spreads but is disproportionately rewarded, shaping cultural norms over time.
Influencer culture and aspirational narcissism
Influencer culture is perhaps the most obvious example of how technology amplifies narcissism. Platforms like Instagram, YouTube, and TikTok have created entire industries where success depends on cultivating a compelling personal brand — often one that centers on the influencer’s own persona.
Studies (e.g., De Vries et al., 2019) show that high levels of narcissism are common among successful influencers, and that exposure to influencer content increases narcissistic values among followers.
This isn’t just about a few famous people — it’s a cultural shift. When young people see narcissistic self-presentation rewarded with fame and fortune, they internalize these behaviors as desirable and normative.
The blurring of public and private
Finally, technology blurs the line between public and private life. Once upon a time, a personal diary was, well, personal. Now, thoughts, experiences, and even intimate moments are broadcast to a wide audience.
This fosters an environment where performative self-presentation becomes a default mode of interaction. Over time, this can normalize narcissistic behaviors like constant self-promotion, lack of privacy boundaries, and a relentless focus on external validation.
In short…
Social media and technology don’t cause narcissism. But they create an ecosystem that both attracts narcissistic individuals and encourages narcissistic behaviors in the general population. The result? A cultural environment where narcissism not only survives but often thrives.
How Economic and Social Structures Are Driving Narcissism
Now, let’s pull back even further and look at the economic and structural forces shaping today’s narcissism-friendly culture.
While social media gets a lot of attention, it’s just one piece of the puzzle. If we really want to understand the rise of narcissism, we have to consider how neoliberal economic systems, labor market dynamics, and globalization interact with our psychology.
Market-driven identity and the commodification of the self
One of the most profound shifts of the past few decades is the rise of what scholars call the marketization of identity. In neoliberal economies, success increasingly depends on one’s ability to market themselves — not just products or services, but the self as a brand.
Think about how many professions today require active personal branding: freelancers, gig workers, entrepreneurs, even academics. Platforms like LinkedIn and personal websites aren’t just optional — they’re critical to career success.
This structural pressure encourages behaviors that overlap strongly with narcissism:
- Self-promotion
- Curated presentation of personal success
- Strategic impression management
And unlike traditional communities where modesty was often a virtue, today’s labor markets reward those who can project confidence, charisma, and uniqueness — all traits associated with narcissism.
Precarity, competition, and survival
Related to this is the rise of economic precarity. In many countries, younger generations face unstable job markets, rising costs of living, and eroding social safety nets.
When survival depends on standing out in a hyper-competitive market, narcissistic traits can become adaptive. Assertiveness, self-promotion, and self-belief (even when inflated) can provide a real advantage.
I often think of this as a kind of survival narcissism — not necessarily pathological, but a functional adaptation to structural pressures. Of course, when entire cohorts adopt these traits, cultural norms shift accordingly.
Globalization of Western values
Another key driver is the globalization of Western cultural values, particularly those emphasizing individualism, material success, and appearance.
Through global media, Western movies, TV shows, and social media influencers export a vision of the “good life” that often centers on fame, wealth, and personal branding.
In societies that were traditionally more collectivist, this creates cultural dissonance — and often, a spike in narcissistic behaviors among younger generations seeking to align with these new aspirational models.
Studies in countries like China, Japan, and South Korea (e.g., Cai et al., 2012) show rising narcissistic traits among youth, closely correlated with Western media exposure.
The decline of shared narratives
Finally, I’d argue that part of the story is the erosion of shared cultural narratives. In past eras, many societies provided strong, cohesive frameworks for identity: religion, national pride, civic duty.
Today, in many parts of the world, those frameworks have weakened or fragmented. In their place, individual identity becomes more fluid and self-constructed — a space where narcissistic self-construction can flourish.
Without strong communal anchors, more people turn to personal success, attention, and visibility as primary sources of meaning and self-worth.
To sum it up…
Structural forces — from neoliberal labor markets to globalization — are creating an environment where narcissistic traits are not only more common but often more adaptive. If you combine this with the effects of social media and cultural shifts, it’s no wonder we’re seeing rising levels of narcissism across many societies.
Final Thoughts
So where does all this leave us? As experts on narcissism, we know that it’s a multifaceted, culturally shaped trait. The recent rise in narcissistic tendencies isn’t about any single factor — it’s about an intricate web of cultural, technological, and structural changes that together create a world where narcissism can thrive.
At the same time, it’s worth remembering that not all expressions of narcissism are pathological or harmful. Some are adaptive responses to modern pressures. But as these behaviors become more normalized, they reshape cultural values in ways we’re only beginning to understand.
Personally, I think we need to stay curious — and humble — as we continue to study these trends. There’s a lot more going on under the surface than the usual “blame social media” narratives suggest. And understanding the deeper currents is going to be key if we want to truly grasp how narcissism is evolving in the modern world.
