Identity is no longer inherited, it needs to be earned.
Life is constant
> Why does everyone want to study at art school?
> What is it that makes us eat halal, organic, lo-carb, vegan, paleo?
> Why are we all moving to the (unaffordable) cities?
The reason is, that in the network society we start to curate all aspects of life:
Brands either add value to a person's self-curation or become dispensable