If anything is under attack, it is a series of social constructs which attempt to constrain us to act in certain ways. Because you are male/female/black/white/straight/gay/religious/atheist/young/old and so on, you should/must/can only act in certain ways. If we all concentrated on being ourselves, regardless of labels, it would go a long way toward resolving a lot of these conflicts. Like draws like, and people would be able to bond into groups of those who are like them on a far deeper level.
Of course, that sort of thing it to be discouraged because it gives the marketing people fits!