Identity Economics

Identity Economics bridges a critical gap in the social sciences. It brings identity and norms to economics. People’s notions of what is proper, and what is forbidden, and for whom, are fundamental to how hard they work, and how they learn, spend, and save. Thus people’s identity—their conception of who they are, and of who they choose to be—may be the most important factor affecting their economic lives.

The self-help industry is a fraud. You are not exceptional. You can’t have it all. The money won’t follow just because you do what you love. Anyone who tells you something different is lying. Sam LaCrosse’s approach to living a rich and fulfilling life doesn't involve cookie-cutter slogans or self-esteem dogma. The path to a good life lies in discovering and honoring your own core values.

Westerners today grow up with abundant opportunities to determine their own values, identities, and roles in society. But for generations, millions who lived under Soviet rule in the USSR had these essential freedoms withheld, determined instead by a central authority that claimed the right to choose for them and enforce their compliance. Thirty years after the Soviet Union’s decisive collapse, the old communist paradigm continues to limit those who come of age in a post-Soviet world.