This research is from the 80's but it's conclusions reach far into the 2020's: New Rules created quite a stir in the early '80s. In the book, professor Daniel Yankelovich of New York University documented a shift in social values in the '70s, a shift more massive and more rapid than any of the recent past.

The book was subtitled, "Searching for Self-Fulfillment in a World Turned Upside Down." The old rules, Yankelovich said, stressed duty to others, particularly to one's family. If someone was selfish and got caught, it was embarrassing and looked ugly. But no longer. In what Yankelovich calls "the duty to self ethic," our primary responsibility is for our own needs and interests. All other relations…