Shampoo Planet by Douglas Coupland

A wry, bittersweet portrait of a young man coming of age amid the collapse of the 1960s dream, the novel follows a twenty-something raised by formerly idealistic parents who now navigates a world obsessed with brands, image and disposable pop culture. Obsessed with personal grooming and consumer rituals as a way to construct identity, he drifts through dead-end jobs, faltering relationships and awkward encounters while quietly wrestling with loneliness, generational dislocation and the search for meaning in an increasingly commodified society.