Lifestyle Diversity: expressing your own distinctive style

Digitalization has revolutionized not only forms of data exchange and communication, but also people’s lifestyles. The most relevant main trend in this context is increasing individualization in industrialized societies. Highly technological modernity offers the majority of people an unprecedented amount of personal freedom. This is accompanied by an increasing need on the part of the individual to design and live his or her own concept of existence. This leads to a simultaneous juxtaposition of many different, even conflicting, lifestyles, both within a society and sometimes within a person. This macro trend in the wake of this individualization megatrend is known as “Lifestyle Diversity.”