You Are What You Buy in a Post Modern Society

How does a society respond to the systematic fragmentation of enlightenment era takes on truth, knowledge, power, meaning and even self identity? It's maybe the best place to start talking about all this is to talk about identity in this post modern society. The more these sets of ideas are fragmented, the less they can be used as archetypes for people to attach their identity to. And what this creates in a post modern society is a crisis of identity for the individual. What beaudriard would expect to see if he was looking for a response to this identity vacuum that's created is a substantial increase in consumerism.