Investing in expressing your identity is a pursuit for the young. It is not surprising that a focus on expressing one’s identity is skewed toward the younger population. Perhaps it always has been. The clothes, the products, the gear, the places you get your hair cut, the entertainment you choose, etc., are all markers of who you are, and as that self-identity is forming, external expressions can be bought and sold. No matter what business you are in, this is an opportunity to win the custom of those forming their lifelong habits by appealing to and serving this need to express themselves.

Those with more money are more likely to consider expressing their