Consumer society and new identities. The evolution of person at the beginning of the third millennium, between economic globalization and fragmentation of the self The social and cultural evolution influences the concept of personal identity. With the transition from modernity to post-modernity, identity loses the characteristics
of unity, stability and coherence, as becomes multiple and fluid. The emergence of a new self is facilitated by consumer culture. This happens mainly though consumerism, which supports and is supported by post-modern processes, and makes such processes less reversible. It is therefore necessary to consider some critical issues, such as consumer pathologies, the loss of importance of social responsibilities, and the relationship between globalization of consumption and individualism. With regard to the future, whatever course identity takes, consumption will definitely play a decisive role in its definition.