Digital Finance in the Context of Developing a Digital Human

The aim of this article is to survey the social, psychological, and socio-institutional transformations in the digital era for individuals to preserve their identity. The article describes the impact of digital financial technologies on personality through their close integration into everyday life and the accelerated spread of financially-oriented behavior patterns, which stimulate the development of new format values, particularly the value of processual consumption. The study clarifies that the digital consumption society fosters innovative social modalities among subjects. Specifically, users of digital world services become «subjects impressed» and develop a unique tolerance for digital financial services under the influence of digital technologies. At this, processual consumption is activated regardless of economic expediency and financial discipline. Under such conditions, consumers of financial services exhibit a characteristic feature of modern social nature – the attempt to evade responsibility, shifting it onto technology. The shifting of responsibility to technology threatens not only the loss of economic freedom but also the loss of subjectivity, individuality, and the diminishment of the value of economic activity. During the digital transition, processual consumption can replace productive activity, creating conditions for the erosion of evolutionarily viable mechanisms of individualization. A pivotal role in these processes is played by the certainty of the digital world, which shapes the digital human as one who seeks paternalistic influence and becomes increasingly incapable of innovation and free will.