In the philosophy of Existentialism, there is a concept known as 'bad faith'. Coined by the French philosopher Jean-Paul Satre, 'bad faith' is described as an individual who refuses to accept that he is a free being, by relinquishing his freedom/responsibility. Although external features can limit your ability to act, there is always a choice. Unfortunately now more than ever, people are losing knowledge of, and interest in, the concept of 'bad faith', a world where everything exists within a label, Satre's idea of hell.
This absence of 'Bad faith' has been fed on by modern consumerism. I myself have fallen for it. I believed that by owning a specific brand of clothing it would make me more attractive, ignoring the idea of improving my body through eating better and exercising. That a new, bigger TV would improve the experience of my free time, forgetting all the better ways I could spend my time. these were lies, lies that I accepted willingly, because it was simpler to accept that this was what life was. Lie's that I can no longer accept as a part of my lifestyle.
It is far too simple to fall into 'bad faith', it's easy to take the easiest road to travel, to allow yourself to believe that you are a fixed thing, a label, something easily understood, but humans are not like that. It is a harder path to roam, but a more fulfilling one, to choose to choose. Realise that you are not your Levi jeans or your BMW, you are capable of anything, but not everything, we must choose who we want to be constantly, a never ending cycle of choices, founded by a need to truly be yourself, to be authentic. It's a worthy goal, but, let's not forget, it involves a choice, the rest is up to you.