The new world Rand imagines, which represents an extreme version of collectivism run amok, does many things to ensure conformity and erase individuality.
For instance, people are identified as numbers, not by names. The main character is called 7-2521. He refers to himself as "they," not I, because his society has gotten rid of singular pronouns in order to enhance people's sense of identification with the collective. He is punished for wanting to be a scholar by being made a street sweeper, and he is whipped for trying to bring electric light to this society.
People in this world do not live in private homes. In fact, 7-2521 is amazed, after he escapes, to discover a house that he and 5-3000, "The Golden One," can live in apart from other people.
Romantic love is also not allowed, as it would permit two people to isolate themselves from the collective. It is only after their escape that 7-2521 and 5-3000 can have a normal love relationship, name themselves, and fully embrace their individuality as distinct human beings.