The authors discuss how technology helps and hinders identity-based consumption, paying special attention to the impact of technology on self-verification. They explore five technological domains: Internet, dematerialization, automation, artificial intelligence and human enhancement. On the one hand, technology expands the range of options that individuals have for holding on to identities and for positive self-verification. On the other hand, technological progress, together with great and obvious advantages, also presents challenges for consumers. The authors discuss both sides of the coin and suggest questions for future research.