Many people know who they really are deep, deep down. I find that most of the life long struggle is just to be, and express who we know ourselves to be.
I'm sure there are plenty of people that do not genuinely know who they are, and it's hard to blame them. In my 30s, I feel like our generation as born, lived, and died with extreme amounts of advertising and promotion in front of our faces.
The only thing that scares me more than not having an implicit identity is having an identity that is driven by so much consumption that you believe you need to buy the Crest Whitestrips, do squats for a bigger butt, or person who has lots of Starbucks Star Rewards. No disrespect to those goals in their own right, self-improvement is always a noble cause to me, but I fear of people just becoming: Guy with the good teeth, girl with the Kardashian butt, or person who knows every piece of Starbucks lingo.
I genuinely mean it when I say that I hope that folks don't allow their identity to be supplanted by everything that the glowing box says we should be. I hope we don't become as unique as the sum of our corporate fingerprints, but perhaps we should accept that corporate fingerprints are allowed to be part of us too.
There is no pretending here, I'm not anymore free of this than anyone else, but I sometimes think this is why the world (and to some extent Americans) say that if you leave milk and America by themselves, only one of them will develop a culture. We have the unfortunate chance of being a nation that developed in a relatively modern era with more advertising being done in the last two hundred years than in the entire span of human history (note: I have no proof of this, this is purely conjecture on my part)
P.S. I apologize if this came off as preachy in any way. I love humanity and I get sad thinking about people living and dying without ever knowing who they really are. This just ended up becoming a stream-of-conciousness type post more than anything.