Social identities play an important role in the dynamics of human societies, and it can be argued that some sense of identification with a larger cause or idea plays a critical role in making humans act responsibly. Often social activists strive to get populations to identify with some cause or notion -- like green energy, diversity, etc. in order to bring about desired social changes. We explore the problem of designing computational models for social identities in the context of autonomous AI agents. For this, we propose an agent model that enables agents to identify with certain notions and show how this affects collective outcomes. We also contrast between associations of identity with rational preferences. The proposed model is simulated in an application context of urban mobility, where we show how changes in social identity affect mobility patterns and collective outcomes.

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