ARTICLE Individualism is highly coveted in Western culture. Entire industries exist exclusively to profit off of our increasingly unhealthy preoccupation with ourselves. And with the arrival of the Internet, many more opportunities for people to express their individuality emerged. Chatter about individualism grew amid the pandemic, with issues of identity being the focal point of many debates. The question of identity and its related discontents became a mainstay of public discourse. These issues didn’t start in the pandemic, nor did they emerge with the rise of post-modernist thought – which has been years in the making. Indeed, today’s preoccupation with identity has a long history – and its popularity largely stems from transformative changes undergone in the centuries preceding, though at that time, it had a different name.