A crisis of self-identification on the global scale is examined. It is claimed that the present-day macroeconomic and sociological models of the development of society are based on the concept of Man that resolutely does not correspond to reality. Some aspects of the identity studies are also touched upon in the paper including influence of technological revolution on identity. It is the author’s conviction that the time has come to create social institutions directed towards upholding and supporting the existing pictures of the world that people have, and in doing so we will promote their mutual understanding of each other. His final conclusion is this: models of developing society must be aimed at supporting and upholding the people’s views of the world and themselves (this will make them happy), and also at rectifying the distortions inherent in these views (which will make them adequate).