People are desperate for an identity. It has always been that people would latch on to things that seem fitting for them - maybe they put a lot of stock in their identity as a soldier, or as a fan of a band, or maybe as a member of a group like skateboarders. And, interestingly, most of these historic manifestations also have an aspect of "stamp on their forehead advertising their identity" - patches, shirts, other identifying aesthetics from their community.