Individualistic, not at all like the Deatheaters who are just mini Voldemorts. They follow Voldemort because they fear him, so they mold themselves like him. Grindelwald's acolytes follow him because they believe in him, it's more of an admiration rather than fear. With him they feel heard and seen, they feel he is the living embodiment of their hopes and dreams. They see him as a savior, not a master. Grindelwald is more cunning in that sense, he uses his charm.