We are admonished to “Find yourself, find your purpose, and be authentic.”
In a consumer society, ready-made identities are easy to adopt but come at a higher overall cost.

While it seems harmful, if not impossible, to deprogram yourself completely from societal norms and identity, any attempt to desist consumptive gluttony is laudable because it provides a space to allow your natural desires to displace mimetic striving.

related idea: perhaps the “authentic you” is an impossible dream and an excellent marketing ploy?