"We condition the masses to hate the country," concluded the Director. "But simultaneously we condition them to love all country sports. At the same time, we see to it that all country sports shall entail the use of elaborate apparatus. So that they consume manufactured articles as well as transport. Hence those electric shocks." (2.33)
All the control the State has over its citizens exists to serve consumerism.
Not so much like drops of water, though water, it is true, can wear holes in the hardest granite; rather, drops of liquid sealing-wax, drops that adhere, incrust, incorporate themselves with what they fall on, till finally the rock is all one scarlet blob.
"Till at last the child's mind is these suggestions, and the sum of the suggestions is the child's mind. And not the child's mind only. The adult's mind too—all his life long. The mind that judges and desires and decides—made up of these suggestions. But all these suggestions are our suggestions!" The Director almost shouted in his triumph. "Suggestions from the State." He banged the nearest table. "It therefore follows…" (2.85-6)
Here is some insight as to why "Identity" is part of the World State's Motto. Individual identity may be erased, but through conditioning, a new, communal identity can be written over it.