We had class warfare before, and collectivistic action (i.e. unions, strikes) was a logical and (somewhat?) successful solution to improve quality of life. Individualism as the underlying trend prevents those classic solutions and therefore individualistic solutions have to be found: Instead of just collectively asking for x% more salary, society tediously defines and articulates new instances of discrimination (which are ultimately violations on the individual level). Fixing various internal injustices leads to friction and is probably mostly a wealth transfer from different tiers of middle and lower classes. The powers that be therefore applaud and encourage individualism and thus further strenghten this trend.