Building Your Identity in a Polarizing World

Craft paper that says "identity" and "?" laid on puzzle pieces.

In a world that tells us who we should be, what we should believe, and how we should act, being who we are has never been more challenging, especially for young adults caught in the crossfire of cultural, social, and political divides.

In today’s world, the journey of building and understanding one’s identity, that deeply personal understanding of who we really are, has become increasingly complex, and it can feel like an uphill battle to truly know and embrace ourselves.

We’ve never been so globally connected thanks to the rapid advancements in technology and the widespread use of social media. We’re exposed to a never-ending stream of information, opinions, and ideologies. While this connectivity brings opportunities for growth and awareness, it also overwhelms us. The flood of voices and the pressure to conform or "pick a side" can leave many people uncertain about where they stand or who they truly are.

In this What We Know News, we’ll explore how to navigate the complexities of building an identity amidst the noise and chaos of the outside world and how to find clarity in the process.

The Myth of "Finding" Yourself

We’ve all heard it before: Be yourself. Follow your heart. You do you. These phrases are meant to be uplifting, but if you’re still figuring out who you are, they can feel more confusing than empowering. Instead of offering clarity, they can create pressure—like you’re supposed to have all the answers when you’re just beginning to navigate life.

That’s because the idea of finding yourself makes it seem like identity is something hidden, waiting to be uncovered. But identity isn’t a lost object, and there’s no single, perfectly defined version of you just waiting to be discovered. Who you are isn’t something you stumble upon, it’s something you build, shaped by your choices, experiences, and personal growth.

Think about it: how can you “be yourself” when you’re still exploring what that even means? Who you are today isn’t set in stone, and it will evolve as you experience new things. The person you are at 16 will likely be different from who you are at 26, 36, or beyond. That isn’t a sign of inconsistency—it’s a sign of growth.

Yet, we’re often taught that identity is something external, something we’ll finally understand once we land the right job, find the right relationship, or adopt the right lifestyle. While these experiences shape us, they don’t define us. Identity isn’t something we find out there—it’s something we shape from within, through our reflections, values, and the way we choose to engage with the world.

Silhouette of a man holding a lit kerosene lamp to light his way in the dark, with sky after sunset in the background.

Believing you have to “find” yourself can also create unnecessary anxiety. It’s easy to feel like you’re falling behind if you don’t have everything figured out.

But here’s the truth: no one has a perfectly defined identity. And that’s okay. Identity isn’t a final destination—it’s an ongoing journey, one that unfolds with time and experience.

So instead of searching for some fixed version of yourself, embrace the process of creating yourself. Who you are isn’t a puzzle to solve—it’s something you actively shape, refine, and redefine. Building identity is an active process that requires curiosity, courage, and self-reflection. It’s about choosing who you want to be, what values you stand for, and how you want to engage with the world around you.

And the best part? You don’t have to rush. You have the freedom to explore, evolve, and redefine yourself—again and again.

The Rise of Marketing in the 1950s

If identity isn’t something we simply find, then why does it often feel like we’re expected to fit into predefined molds? To understand the challenges of shaping our identity in today's world, it’s helpful to look back at the broader forces that have shaped our society. After World War II, the emergence of mass marketing and consumer culture created a significant shift in how people—especially young people— viewed themselves.

Product package boxes in cart with shopping bag and laptop computer with blurred web store shop on screen for online shopping and delivery concept.

In the 1950s, advertisers recognized a powerful opportunity: if they could link identity to products, they could influence not just what people bought, but how they defined themselves.

The strategy was simple but effective—create artificial needs by instilling insecurities.

Suddenly, self-worth became something you could buy: the right clothes, the right car, the right lifestyle. The message was clear: if you wanted to be happy, attractive, successful, or accepted, you had to conform to a specific image.

This consumer-driven mindset didn’t just change shopping habits; it reshaped how people measured their value, and has had a profound effect on the way many of us view ourselves, which still affects us today.

Focus on teenage Black woman standing with friends, all using their portable devices.

Over time, we’ve been conditioned—often without realizing it—to tie our identity to external markers like appearance, material possessions, and social status. And in a world that constantly reinforces these messages, it’s no surprise that building a genuine sense of self that isn’t rooted in consumerism can feel like swimming against the tide.

But here’s the thing: this system was never designed to help people thrive in their uniqueness. It was built to benefit the marketplace. And while breaking free from these societal pressures can be challenging, it’s also one of the most worthwhile and empowering things you can do. True identity-building isn’t about fitting into a mold—it’s about peeling back those layers of external influence and shaping who you are on your own terms.

Identity Crisis in the Digital Age

If marketing and consumer culture laid the foundation for external influences on identity, social media took it to an entirely new level. Today, we’re more connected than ever, yet developing a genuine sense of self has never felt more complicated.

Social Media & Echo Chambers

Circle of people holding portable devices.

On the one hand, social media has given us incredible opportunities to connect, share, and express ourselves in ways never before possible.

On the other hand, algorithms are designed to push content that aligns with our existing views surrounding us with very specific, curated content that locks us into a kind of bubble of isolation. Instead of expanding our perspectives, these echo chambers can limit them, making it harder to develop a well-rounded sense of self.

Photo of man standing in the middle of a crowd.

In these online spaces, the pressure to conform can be overwhelming. It’s easy to start defining ourselves by the groups, aesthetics, or ideologies we associate with rather than by our own evolving values.

And when validation comes in the form of likes, shares, and approval from others, it’s natural to subconsciously shape ourselves to fit expectations rather than explore who we really are.

The Clash of Values

Beyond social media, we also live in a time of significant cultural, political, and societal divides. In our current state, it’s easy to feel torn between staying true to our values and trying to fit into a community.

This tension can create an internal tug-of-war. You might feel pressure to align with the values of your social circles, whether online or in real life. At the same time, you might feel an urge to question, challenge, or redefine what you truly believe, especially when something doesn’t sit right with you.

Lost hiker looking at the way through map during hiking in wilderness.

If you’ve ever felt torn between these opposing forces, know that you’re not alone. Uncertainty is a natural part of growth, and it’s okay to feel uncertain.

Wrestling with these tensions is actually a sign that you’re actively engaging in the process of building your identity, rather than passively accepting one that’s been handed to you. And while these conflicts can be unsettling, these moments of conflict aren’t roadblocks—they’re opportunities to reflect, refine, and strengthen your sense of self.

Shaping an Identity That Truly Resonates with You

An empty notebook with a pen and a cup of coffee on a table.

By now, it’s clear that identity isn’t something you find, it’s something you shape. But what does that actually mean?

To truly understand identity, we need to break it down into its different layers. And once we recognize these layers, the next step is building an identity that feels true to who we are, not just who others expect us to be.

1. Start with Self-Reflection

Building an authentic identity starts with self-reflection. This means taking time to check in with yourself and ask: What do I truly value? What do I care about?

Often, we’re so busy reacting to the world around us that we don’t take the time to deeply explore what resonates with us on a core level. Self-reflection helps you clarify your values, passions, and desires, and it allows you to align your choices with your authentic self.

2. Define Your Own Values

Your values serve as the compass that guides your decisions, relationships, and actions. When you define your values, you create a foundation for your identity that isn’t based on external approval or trends. It’s about choosing what’s meaningful to you and using those principles as your guiding light.

3. Embrace the Power of Authenticity

Authenticity is not about fitting into a box—it’s about being honest with yourself and others about who you really are. This can be intimidating, especially when we’re bombarded with messages telling us how to look, act, or think. But the stronger you focus on what you really want for yourself, the more you’ll attract people and opportunities that align with who you really are.

4. Find a Safe, Supportive Community

One of the most powerful things you can do as you shape and maintain your identity is to surround yourself with people who celebrate your authentic self. A supportive community can offer encouragement, help you stay true to your values, and hold you accountable as you grow.

A diverse group of young adults and students putting their hands in the centre.

This is where our PowerSeekers Community comes in. With PowerSeekers, we’ve created a space where you can show up as your true self, free from judgment and full of support. Whether you're navigating the world’s challenges, discovering new passions, or simply trying to make sense of it all, our community is here to help you feel seen, heard, and empowered to be the person you’re meant to be - all while making a positive impact in the world around you.

When you find a community that truly nurtures your growth, it makes staying true to your identity easier. You can lean on others who are on a similar journey, gain new perspectives, and share experiences that enrich your understanding of yourself.

5. Commit to Growth and Adaptation

Finally, remember that building an identity is a lifelong process. As you evolve and encounter new experiences, your sense of self will continue to grow. It’s okay to change—what matters is that you remain true to the core of who you are. Commit to learning, adapting, and growing, while staying grounded in your values.

Our Final Takeaway

Building your identity doesn’t require dramatic changes all at once or a complete reinvention overnight. It’s about making small, intentional choices that gradually lay a solid foundation for authenticity. This might mean changing how you communicate with others or the language you use to describe yourself. The goal isn’t perfection—it’s progress. Take gradual steps toward aligning your actions with what truly matters to you, and with time, you’ll feel more grounded in your true self.

Portrait of peaceful group of multi-ethnic and gender diverse young people.

Surround yourself with people who appreciate you for who you are creating yourself to be, not who they want you to be.

When you’re in a community that truly sees and supports you, it becomes easier to navigate social pressures and build a truly authentic identity for yourself. And remember, you’re not alone in this process.

Building an authentic identity is a journey we all share, and it’s okay to move at your own pace.

Why is building an authentic identity so important? Because authenticity isn’t just key to personal growth—it’s the foundation for addressing the world’s most pressing challenges and creating a more compassionate future.

Cropped shot of a group of people holding plants growing out of soil.

That’s why, with PowerSeekers, we’ve integrated personal development and identity-building into everything we do. Our community offers the space to explore deep, reflective questions, with our guidance and mentorship every step of the way. You’ll have the chance to craft your own value profile, explore your passions, and dive into critical topics like environmental issues, animal rights, and social equity.

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Surround yourself with people who appreciate you for who you are creating yourself to be, want to make an impact, and how to live out their values in meaningful ways.

With PowerSeekers, we’re not just here to help you shape your identity—we’re here to give you the tools and opportunities to use your unique strengths to create a more compassionate world, alongside a community of like-minded individuals on the same journey, all while having fun in the process.

Building your identity in a world that is constantly changing can seem daunting. But it’s also one of the most meaningful and impactful journeys you will ever undertake.

Ready to start building the person you want to be?

2025-26 Pre-registration opens on Wednesday, April 2nd.