Global Values of the New Generation: Evolution and Trends
Research Article
Abstract
The article examines the evolution of global values in the context of the socio-cultural transformations in recent decades. The analysis is based on data from international studies that reveal key trends in the transformation of value orientations among young people. The author pays particular attention to the phenomenon of individualism, the values of self-expression, and consumer culture. The article also discusses the formation of the ideology of woke-culture in the United States, which is changing perceptions of group and individual identities. With the support of the corporate sector and creative industries in the United States, woke-culture as a value paradigm is spreading globally.
Keywords:
global values, values of self-expression, youth woke-culture
References
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Schmitt B., Brakus J., Biraglia A. 2022. Consumption Ideology. – Journal of Consumer Research. Vol. 49. Is. 1. P. 74-95.
Sciora R. 2023. Faut-il avoir peur du wokisme? Paris: Armand Colin. 187 p.
Soukup S. 2021. The Dictatorship of Woke Capital: How Political Correctness Captured Big Business. N.Y.: Encounter Books. 208 p.
Williams J. 2022. How Woke Won: The Elitist Movement that Threatens Democracy, Tolerance and Reason. London: John Wilkes Publishing. 250 p.
Daum M. 2022. The Problem with Everything: My Journey through the New Culture Wars. N.Y.: Gallery Books. 256 p.
Gasparino C. 2024. Go Woke, Go Broke. N.Y.: Center Street. 320 p.
Grayling A.C. 2025. Discriminations: Making Peace in the Culture Wars. London: Oneworld Publications. 288 p.
Gubernskaya Z. 2010. Changing Attitudes toward Marriage and Children in Six Countries. – Sociological Perspectives. Vol. 53. Is. 2. P. 179-200.
Hénin E., Salvador X.-L., Vermeren P. 2025. Face à l’obscurantisme woke. Paris: PUF. 405 p.
Inglehart R.F. 2018. Cultural Evolution. People’s Motivations Are Changing, and Reshaping the World. Cambridge: Cambridge University Press. 273 p.
Inglis D. 2011. A Durkheimian Account of Globalization: The Construction of Global Moral Culture. – Durkheimian Studies, Études Durkheimiennes. Vol. 17. P. 103-120.
Kazim A. 2018. The Emergence of Hyper-consumerism in UAE Society: A Socio-Cultural Perspective. – Perspectives on Global Development and Technology. Vol. 17. Is. 4. P. 353-372.
Muffels R. 2022. Income, Values and Subjective Wellbeing in Europe: Results from the EVS 1999–2017 Data. – Reflections on European Values. European Values Series. Vol. 2 (ed. by R. Luijkx, T. Reeskens, I. Sieben). Tilburg: Open Press Tilburg University. P. 348-361.
Petersen A.H. 2021. Can't Even: How Millennials Became the Burnout Generation. N.Y.: Dey Street Books. 320 p.
Pillai S. 2023. Carceral Liberalism: Feminist Voices against State Violence. Illinois: University of Illinois Press. 402 p.
Pinheiro E. 2024. From Necessity to Obsession: The Evolution and Impact of Desire-driven Societies and Consumerism. – Journal of Student Research. Vol. 13. Is. 2.
Pippa N., Inglehart R.F. 2009. Cosmopolitan Communications: Cultural Diversity in a Globalized World. N.Y.: Cambridge University Press. 446 p.
Ramaswamy V. 2021. Woke, Inc.: Inside Corporate America's Social Justice Scam. N.Y.: Center Street. 368 p.
Santos H.C., Varnum M.E.W., Grossmann I. 2017. Global Increases in Individualism. – Psychological Science. Vol. 28. Is. 9. P. 1228-1239.
Schmitt B., Brakus J., Biraglia A. 2022. Consumption Ideology. – Journal of Consumer Research. Vol. 49. Is. 1. P. 74-95.
Sciora R. 2023. Faut-il avoir peur du wokisme? Paris: Armand Colin. 187 p.
Soukup S. 2021. The Dictatorship of Woke Capital: How Political Correctness Captured Big Business. N.Y.: Encounter Books. 208 p.
Williams J. 2022. How Woke Won: The Elitist Movement that Threatens Democracy, Tolerance and Reason. London: John Wilkes Publishing. 250 p.
Article
Received: 05.12.2025
Issue
Section
POLITICAL SCIENCE
Following the submission of the manuscript to the Publisher, the author binds oneself not to publish it somewhere else without permission of the Publisher.
