Altruism based on individual values is changing Western society. People in Western countries have seen a rise in individualism for quite some time, and this in turn helps to create generations of people with altruistic mindsets. Christian Welzel, Chief Research Fellow in the Laboratory for Comparative Social Research (HSE and Leuphana University of Lüneburg), teamed up with researchers from the University of Lausanne to conduct a study showing the connection between emancipative values and prosocial behaviour. The results of the study were published in the Journal of Cross-Cultural Psychology.