There are many style guides out there which recommend specific naming conventions for programming languages. At 2017’s useR conference Rasmus Bååth showed quite impressively the variety of cases which even exist within base R in his talk “The current state of naming conventions in R”.
However, consistent style is not only about naming new objects.
Import
When you do a data analysis, most of the data already exists and you import it from disk, an API or a database.