“When we long for life without difficulties, remind us that oaks grow strong in contrary winds and diamonds are made under pressure.” – Peter Marshall

Contrarians are people who adopt beliefs, attitudes and behaviours that are different from the norm.  These individuals are challenging but also necessary.  If we were all into being conformists there would never be any change.  So, what motivates people to be contrary or non-conformist?  Recent research ⁽¹⁾ has identified five motives for contrarianism.  What are these five motives?  Could there be any positive payoffs for being contrary? 

1-A desire to be unique and autonomous     

This first motivation seems rather obvious.  When we go against the status-quo we are setting ourselves apart from the world.  We are not accepting what others do not even question.  Our autonomy is about our belief to be self-directed rather than directed by others.  Our uniqueness is assured through our willingness to be different than what it is popular to be.  Here, respect for one’s independence and originality is more salient than the need for the social approval of conformity.

“The reward for conformity is that everyone likes you but yourself.” - Rita Mae Brown

2-A disdain for conformity

Contrarians will often see the need to resist fitting into social expectations.  This behaviour has been evident in teenage rebellion for generations.  From the hair styles and fashion changes of the 60’s and 70’s to the rap music of the new millennium. 

But disdain for conformity is not just limited to teens.  The boomer generation are into their own versions of resistance as to what the ageing population is supposed to be like as well.  The quest for respect over social approval seems to be more salient in both these examples.

3-A desire to create social change

The contrarian at times will want to go beyond resistance to change and take an active part in the uprooting and transformation of change.  Demonstrations by LGBTQ activists, Black Lives Matter, climate change activists and others are stepping outside the norm to enact social change.  These contrarians see being activists as a necessary move from reactive attitudes into being more proactive.

“If we are to achieve a richer culture, rich in contrasting values, we must recognize the whole gamut of human potentialities, and so weave a less arbitrary social fabric, one in which each diverse human gift will find a fitting place.” – Margaret Mead

4-Adherence to personal values and preferences

Contrarians will make every attempt to stay within their personal values and preferences to be true to their beliefs and their identity.  To conform to beliefs and attitudes outside their identity will create a reaction that is untenable.  The Vietnam war was an example of millions of young people who morally could not conform to the US military objectives.  Some of these young contrarians fled to Canada to escape the draft.

5-For the sake of being contrary

There is always the possibility that some contrarians are being contrary just for the sake of being different or not part of the norm.  Some of the more radical forms of being contrary just to be contrary might include: the flat earth society, climate deniers, and beliefs in extraterrestrials.

“It's both rebellion and conformity that attack you with success.” – Amy Tan

Pros and Cons of Being Contrary

There are advantages and disadvantages to being contrary.  Many of the positive changes in the world were initiated by people who were considered non-conformists.  Inventers like the Wright Brothers, Thomas Edison, Benjamin Franklin, Leonardo da Vinci, and others were all considered non-conformists and contrarians to the norms of the society they were living in.  Without their courage as contrarians to face the critical abuse from the conformists of the time we would have little advancement.  The contrarian moves us from what we know to what we do not, if we listen.

The contrarian promotes change and this is not always comfortable.  Activists stir-up emotional reactions and sometimes violence.  Peaceful demonstrations do not always end up peaceful.  The Kent State shootings, the march to Selma, and recently the January 6 insurrection at the Capital building in DC are examples of activists being contrary with violent outcomes.

Diversity in thought and beliefs is healthy. We have the potential to expand our narrow viewpoint and enhance our awareness. How can we do this more often? 

“Normally when we’re learning from people we ask questions, we see them as potentially credible and interesting, as capable of helping us. These are nicer ways to be seen than as a vector of possible falsehood. Rather than scanning for ways to disagree, perhaps shifting your focus to what other people can teach you is a good place to start.” ⁽²⁾

Contrarians who resist conformity will always have resistance from the conformists.  However, discomfort is still the pathway to growth.  We need the security of conformity and we need the freedom of the contrarian.  This continuum is in a constant state of flux.  Our challenge is to listen to both and not get fixated on either extreme.

Reference

1-Loustau. T., Magnus, B., & Sparkman, G. (2025) Measuring Contrarianism: Conceptual framework and scale validation.  Personality and Individual Differences, Vol 247, Dec. 2025

2-Smith, L.G. (2025).  I’ve realised I am too contrarian.  How can I change this? The Guardian, May 9 2025.