“…What makes Identity Investments unique is that it focuses on middle‐class market behavior under the neoliberal system while much previous research has focused primarily on middle‐class political behavior such as protests and voting as a manifestation of their anxiety and dissatisfaction (Barozet and Espinoza 2016; Méndez and Gayo 2023). In particular, the book examines five specific market areas: employment, housing, education, home decoration, and leisure.…”