First, what is the relationship between age per se and identity. That is to say, what are the consequences for people's identity of the duration of their life. The second theme is that of consumption. Theories that we are what we consume have become popular. It is suggested that we take our identities from purchases which are made no longer for use value, but sign value.
Older consumers have distinctive characteristics.
Consumption plays a key part in identity but those with a long personal history and limited future also have to make their identity meaningful from other sources. Central to this debate has been a growing interest in lifestyle choice as evidence of a change from modern to postmodern forms of ageing. A key component of this process has been the erosion of a predictable framework for an ageing identity, previously supplied by the welfare state. It is argued that, alongside the emergence of 'no-care zones' in health and welfare, postmodern ideas on consumerism and the body has lead to an assault on identity in old age. As a result, we may be seeing the emergence of 'no-identity zones' which fail to sustain an authentic framework for supporting experiences in old age.