In front of the globalization process we may ask how the growth of relations between different populations bears to a cancellation of personal differences rather than a cultural enrichment.
The loss of typicality is a growing phenomenon in mass societies where lifestyles are conditioned by media, as television or Internet.
The problem of identity is in relation to the immigration debate, often seen as a risk for the local cultures, forgetting that the consumer society leads to uniformity. The differences are often associated with a lack of dialogue, a sign of a lack of balance between the assertion of its own peculiarities and a civil coexistence among people.
The globalization process is evident when analyzing the fashion market where man's desire is being part of a group. To be accepted by society, especially for young people, clothing is a fundamental need, a way to align to the mass.