The advertisers are quick to provide answers. If you know who you are. If you won't take no for an answer. Put our smelly stuff on you and you'll solve your identity crisis. Pretty stupid, but lots of people will buy it because they like to think they know who they are, and they are living life their way.
Independence gives true identity.
Do your own thing. Just do it. Dare to be different. Conformity is boring. That's the answer our ungodly society gives us to our search for identity.