"We Are the Ones—But Where Are the People?": Social Identity within a Union Branch in Denmark

The unions in Denmark are on trial; not the type of trial that occurs through public media disclosure, when prominent union leaders are seen as violating the societal etiquette. The trial concerns the raison d'etre of the unions. Not only have the expectations of the members changed, but so have the market conditions of society, presumably driven by the mega trends of globalization, individualization, digitalization, and value orientation (Silver, 2003) . For the unions, these changes have resulted in a life or death crisis; the members are leaving.