This paper comprises four related parts. The first part presents hypotheses regarding the forms of creating a collective identity in the age of digitization and the adopted theoretical assumptions, including conceptualization of concepts. The concept of Daniel Kahneman’s thinking systems is quoted, which was used to analyse the presented phenomenon in relation to the political decisionmaking process. The second section is a presentation of the research problem as a concept that is equivalent to the category of behavioural economics. Next, we explain the pattern of the transition from the left-wing identity policy to its right-wing response. The final part represents an analysis of the Internet collective identity in relation to political risk and profit, while the epilogue presents the political implications of the use of collective identity by measurement tools and consulting entities managing the flow, collection and compilation of data.