This idea that we are in control of our own identities and that they do not have to be negotiated with the society we live in is not global by any means.
That’s because the idea of “the self” and “identity” is not global by any means.
For all that the Woke bleat on about “colonialist” imposition of gender identity, the primacy of self over community as well as the notion of a self-identity, whether fixed or fragmentary and changeable, is Western to the core.
It’s something people steeped in individualism find very hard to conceptualise, that other peoples have a wholly other understanding of how personhood relates to community, and vice-versa.
Self-identity in the West has become the ultimate expression of the market-supremacy in neoliberalism: it’s corporate branding applied to the individual who must now sell himself or herself as a product or service in the global marketplace.
Which is exactly what Sam Smith has done: a re-branding in the wake of falling market share in preparation for a new product launch.