A recent survey conducted by custom screen printing & embroidery company Yazzoo Personalised Clothing discovered that over half of young people value group identity as highly as individual identity.
It has been argued that group identity has always played a role in determining the value placed on individual choices. Historically, identity was prefabricated depending on the group a person belonged to. These groups, guilds and castes created cohesive identities that carried with them sets of values and conditions for living. Today, identity is more fluid. Identity is no longer assigned at birth — it is constantly shifting as people move between careers, locations and personal choices.