In the Cold War communist bloc, individuals were wrapped up in materialism. All that mattered was things like who has a great cottage outside of town, nice apartment, or a good position in a government-owned corporation or institution, kids in a good school, .... Connections were important; they go you better cuts of meat or opportunities to shop in special stores for the elite with better (often imported) goods.

Socialism isn't communism, but it has the same fundamentals. The value of the individual is their ability to work and produce, and the individual belongs to the state for that reason.