Do you think for yourself or just follow the herd?

You fancy yourself a free thinker, don’t you? That lone wolf carving your own path through the tangled forest of modern life. And yet, when the crowd moves left, why does it feel so easy—so natural—to shuffle along with them?

As Nietzsche pointed out, “Madness is rare in individuals—but in groups, parties, nations, and ages, it is the rule.” It’s a sobering thought: no matter how rebellious we think we are, the pull of the herd might be impossible to escape. But why does the herd instinct run so deep? And what would it take to truly think for yourself?

The evolution of the herd instinct: safety in numbers

Let’s start at the beginning: prehistoric plains, predators lurking. For early humans, sticking with the group wasn’t optional—it was survival. The lone wanderer risked becoming dinner for a sabre-toothed tiger. Herd behaviour evolved to protect individuals, with the crowd offering safety, shared resources, and strength in numbers.

Fast-forward to today, and the threats are less primal, but the instinct remains. Modern herds don’t gather to fend off predators; they form around Black Friday sales, panic-buying toilet paper, or chasing viral TikTok trends. A fascinating study at Leeds University showed that as few as 5% of a group can influence the direction of the other 95%—without anyone realising they’re being led.

The herd and moral conformity

Nietzsche didn’t mince words about the dangers of herd instinct. In Thus Spoke Zarathustra, he warned against “herd morality”—the unthinking adoption of societal norms. The crowd, Nietzsche argued, doesn’t ask questions; it obeys.

Take today’s social norms, from fashion trends to political correctness. These norms aren’t inherently bad, but we often follow them without introspection. The herd offers comfort and belonging, but at the cost of creativity and individuality. Nietzsche’s challenge to us was clear: forge your own values, even if it means standing alone. The question is, how many of us can?

The illusion of individuality

Now, you might protest: I'm not like the herd—I’m unique! You drink craft beer, listen to vinyl, and thrift your wardrobe. But here’s the uncomfortable truth: even rebellion often turns out to be just another herd in disguise.

René Girard’s theory of mimetic desire explains this neatly. We want what others want because they want it. Trends spread not because they’re inherently valuable but because we mimic each other. Even subcultures that pride themselves on nonconformity—hipsters, goths, punks—develop their own uniforms, rules, and rituals.

Consider fashion. Skinny jeans were once a bold departure from baggy trousers, but they quickly became the norm. Now, loose-fitting jeans are marketed as the new rebellious alternative. In reality? Just another herd in motion.

If herd instinct evolved to keep us safe on the savannah, social media has turned it into a global phenomenon on steroids. Algorithms amplify the loudest voices, rewarding conformity with likes, shares, and followers. Platforms thrive on trends, from viral dances to collective outrage, nudging us to follow the digital crowd.

And here’s the kicker: social media doesn’t just reflect herd behaviour—it creates it. Research on “social proof” shows that seeing something labelled as popular makes us more likely to join in, even unconsciously. By showing us what’s trending, platforms steer our behaviour, reinforcing the very conformity we claim to resist.

Hannah Arendt’s critique of conformity in The Origins of Totalitarianism feels eerily relevant here. She warned of societies where people willingly align with dominant narratives out of fear or complacency. Replace her 20th-century concerns with TikTok trends or viral outrage, and you see a modern-day herd mentality turning into the world’s largest flash mob.

Case study: viral misinformation and the digital herd

In January 2019, a brief video clip surfaced showing Nicholas Sandmann, a high school student wearing a MAGA hat, standing face-to-face with Nathan Phillips, a Native American elder, near the Lincoln Memorial. The footage quickly went viral, with initial portrayals suggesting that Sandmann and his peers were mocking Phillips. Social media erupted in outrage, calling for swift punishment and boycotts of the school.

However, extended footage later revealed a more nuanced situation. Sandmann’s group had been confronted by other protesters before Phillips approached them, and the viral clip lacked critical context. The backlash, fuelled by social media’s amplification, resulted in unwarranted condemnation and legal actions. Sandmann later settled defamation lawsuits with major news outlets, demonstrating the dangers of rushing to judgment based on incomplete narratives.

This incident highlights how platforms reward sensationalism and emotional engagement, often leading to hasty and disproportionate responses. The digital herd doesn’t just follow trends—it magnifies them, sometimes at the expense of truth.

Rebels vs. the herd: are there any true individualists?

History loves a rebel: Galileo defying the Church, Rosa Parks refusing to give up her seat, Steve Jobs championing “Think Different.” But here’s the question: were these figures truly independent thinkers, or were they just aligned with smaller, more rebellious herds?

Even Nietzsche, the self-styled critic of herd mentality, wasn’t immune to the influences of his time. His ideas about the “will to power” were shaped by 19th-century currents like Darwinism and secularisation. And his critique of Christianity? A response to broader European trends of scepticism. No one, not even Nietzsche, escapes the context of their era.

Take Galileo. His heliocentric theory may have bucked the Church, but he didn’t operate in a vacuum. He was part of a scientific community challenging established dogma. Similarly, Rosa Parks’s defiance was deeply personal, but it also aligned with the civil rights movement—a powerful herd in its own right.

The question, then, isn’t whether you can escape the herd (spoiler: you can’t). It’s whether you can choose your herd wisely—aligning yourself with movements that reflect your principles instead of defaulting to societal norms.

The psychology of herd behaviour: why do we follow?

Why is the pull of the herd so irresistible? The answer lies in the human brain. Herd behaviour taps into fundamental psychological needs and instincts that are so deeply ingrained, resisting them feels almost unnatural.

Belonging: the comfort of connection

At our core, humans are social creatures. In prehistoric times, being part of a group wasn’t just helpful—it was survival. Isolation meant vulnerability; being in the group meant safety. That legacy endures today. Studies show that social rejection activates the same brain regions as physical pain, suggesting that exclusion isn’t just an emotional sting—it’s a primal wound.

This need to belong explains why cheering for a football team, joining a protest, or retweeting a hashtag feels so good. It’s not just about the action; it’s about the shared identity it brings. The herd whispers, “You belong. You’re one of us.” And who doesn’t want that?

Fear of standing out: the risk of rebellion

The flip side of belonging is the fear of being different. Standing out can feel like painting a target on your back. Historically, nonconformity could make you a scapegoat or an outcast. While today’s risks are more social than physical, the stakes still feel high.

Solomon Asch’s famous conformity experiments illustrate this perfectly. When participants were asked to match line lengths, many chose an obviously wrong answer just because the group did. The takeaway? Most people would rather blend in than risk standing out, even when they know the group is wrong.

Cognitive ease: the lazy brain loves the herd

Thinking for yourself is hard. It’s much easier to outsource your beliefs to the group and avoid the mental gymnastics of independent thought. Psychologists call this preference for the path of least resistance “cognitive ease.”

The herd offers a shortcut: “Trust us, we’ve done the thinking for you.” This is why slogans, soundbites, and viral trends thrive—they’re easy to digest and repeat. Who needs nuance when you can borrow the group’s ready-made opinion?

The crowd as authority

Stanley Milgram’s experiments famously showed that people obey authority figures, even when it conflicts with their morals. But what happens when the “authority” isn’t a person, but the crowd? Substitute a lab coat-wearing scientist for a vocal majority, and the result is the same: we surrender our agency because it feels safer to trust the collective.

Can you escape the herd?

Here’s the uncomfortable truth: you’re probably following the herd more often than you realise. But that doesn’t mean independence is impossible—it just takes effort.

Start by asking yourself tough questions:

Why do I hold this belief?
Am I acting out of principle or to fit in?
Would I think or behave differently if nobody else was watching?

Challenge your assumptions. Read widely, especially from thinkers who disagree with you. And most importantly, embrace discomfort. True growth happens when you leave the herd’s comfort zone and step into uncertainty.

Is the herd all bad?

Nietzsche might have loathed herd mentality, but even he acknowledged that the herd isn’t inherently evil—it’s just unthinking. The challenge isn’t to reject the herd entirely but to decide which herds you join and why. Because here’s the thing: even wolves travel in packs.

Join the conversation

Do you agree with Nietzsche’s idea that we must “overcome” societal norms to fully think for ourselves? Or do you think we’re better off sticking with shared values? Share your thoughts—or your favourite Nietzsche quote—in the comments.