Amplified Identity
As individualism rises globally, people are carefully cultivating how they are perceived both online and offline, chasing stardom, and making themselves vulnerable to criticism in the process.
One of the ten megatrends from Non-Obvious Megatrends, the #1 Wall Street Journal bestselling finale of the trend series, distilled from a decade of research.
The Evolution · 7 past trends led to this megatrend
How Amplified Identity Evolved
The ability to share a carefully crafted online personality allows people to use social content such as selfies (yes, selfies) to build their own confidence.
The growth of personalization leads more consumers to expect that their everyday interactions will be transformed into celebrity-type experiences.
As behavioral measurement tools map the details of our personalities, brands start using such data to bring like-minded people together to engage in unique experiences.
After years of being minimized, multicultural citizens find widespread acceptance through a growing integration of diverse ideas and people in entertainment, products, and politics.
A new generation of creators become authentic fameseekers, turning to social media to establish their brands, build an audience, and become the next big thing.
The rise of outsiders and their increasing willingness to say or do the things we might describe as outrageous to capture attention and influence.
As the global shift toward individualism continues, people of all ages embrace what makes them unique, follow their passion, can start a side business, and increasingly appreciate the quirky differences in one another.
As individualism rises globally, people are carefully cultivating how they are perceived both online and offline, chasing stardom, and making themselves vulnerable to criticism in the process.
