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  • Who am I? What does it all mean?
  • Who am I? What does it all mean?
    Francisco Osorio, Creative Commons (2015) ©
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How brands can help in an identity crisis

Are you a 20-something with commitment issues? A 40-something on a skateboard? Or a 70-something that feels overlooked? If you haven’t had an identity crisis, you haven’t lived. By understanding people at different times in life, we can design products that add pleasure or alleviate their pain.

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If you haven’t had an identity crisis, you haven’t lived. According to developmental psychologist Erik Erikson – famed for coining the term – identity crises are an integral part of a person’s life. In the ‘60s, he asserted that the ego develops as it successfully resolves crises that are distinctly social in nature. He identified three unique crises in adulthood – the quarter-, mid- and later-life. Respectively, they involve establishing a sense of trust in others, developing a sense of identity in society and helping the next generation prepare for the future. [1]

These are times at which ...

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