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In Brave New World , one of the themes focuses on consumerism; which the world state continues to deeply condition their citizens with. Through this they have a stronger hold on their mind, forcing them to enjoy the newer items that they release and forget about the older items. They fear that if the citizens look back and enjoy the older items they will begin to have their own thoughts and think about history. Which can be a danger to their society that may lead to instability.
You can see the similarity between Brave New World  and ours. Consumerism is a large part of our society today, since there is a mindset of wanting to have the newest item on the market. The markets are constantly creating new items to keep up with change; since there is always something new for people to look forward to. People have become to never feel satisfied and because of this they have the need to buy new things. You can see this similarity in Brave New World which the World State uses to keep the citizens busy.

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The concept of suffering has been around for an unknown, extensively long period time. Perhaps, even since the dawn of time. Many characters in this novel believe that they are happy. By taking soma, doing what they are supposed to do, and letting their conditioning take over their sense of identity, the people in the New World all experience a false sense of happiness.

"But the tears are necessary. Don't you remember what Othello said? 'If after every tempest came such calms, may the winds blow till they have wakened death.' There's a story one of the old Indians used to tell us, about the Girl of Mátaski. The young men who wanted to marry her had to do a morning's hoeing in her garden. It seemed easy; but there were flies and mosquitoes, magic ones. Most of the young men simply couldn't stand the biting and stinging. But the one that could—he got the girl."

"Charming! But in civilized countries," said the Controller, "you can have girls without hoeing for them, and there aren't any flies or mosquitoes to sting you. We got rid of them all centuries ago." (17.238-2)

The belief that if you work hard for something, the reward be more fulfilling. John sees suffering as a necessary evil. A sense of accomplishment has more value to it them just getting whatever you want whenever you want it. This concept completely goes over Mustapha Mond’s head.Without suffering, you take the humanity out of people.  Likewise with others in the New World, if you want it, you can get it now. This way of living will only cause them to want more and more. Getting anything and everything you want in life only feeds into their greed. People in the New World will never have enough, they'll never experience true happiness. The theme of suffering follows up with the cost of the happiness and the truth.

The Controller smiled. "That's how I paid. By choosing to serve happiness. Other people's–not mine. It's lucky," he added, after a pause, "that there are such a lot of islands in the world. I don't know what we should do without them. Put you all in the lethal chamber, I suppose. By the way, Mr. Watson, would you like a tropical climate? The Marquesas, for example; or Samoa? Or something rather more bracing?"

Helmholtz rose from his pneumatic chair. "I should like a thoroughly bad climate," he answered. "I believe one would write better if the climate were bad. If there were a lot of wind and storms, for example…" (16.229.1-2)

This, in a way, is Mustapha Mond's suffering. He chooses to stay, putting the happiness of others over his own. For people like him and Helmholtz, the people that science cannot control, they get to find themselves on these islands. Helmholtz is going there to further his thinking and writing. He’s already thought a lot about his identity and his place in the New World. Once he settles into a place where thinking is allowed, the amount of thought-provoking books he could write is endless. In a way, being exiled is like an escape from prison. Helmholtz can finally be able to be left to his own devices, left to think for himself. For Mustapha, he continues to suffer because he knows the truth of the kind of society he lives in. Instead of living by the rules, he gets to make them. He promotes stability. It’s almost like he pities those in the New World because they will never know what true happiness feels like. They are all blissfully ignorant and that is the cost of happiness.

"Because our world is not the same as Othello's world. You can't make flivvers without steel–and you can't make tragedies without social instability. The world's stable now. People are happy; they get what they want, and they never want what they can't get. They're well off; they're safe; they're never ill; they're not afraid of death; they're blissfully ignorant of passion and old age; they're plagued with no mothers or fathers; they've got no wives, or children, or lovers to feel strongly about; they're so conditioned that they practically can't help behaving as they ought to behave. And if anything should go wrong, there's soma. Which you go and chuck out of the window in the name of liberty, Mr. Savage. Liberty!" He laughed. "Expecting Deltas to know what liberty is! And now expecting them to understand Othello! My good boy!" (16.220.2)

The state has to keep them “happy” or blissfully ignorant. Happy is a mask to cover up the discontent of life, as their lives have to real meaning or purpose. Happiness is their natural state because they aren’t conditioned to feel anything else. The New World is deprived of real emotions and are now incapable of grasping the concept of wanting to feel anything but happiness. John sees the New World suffering and he feel that he needs to do something to set them free. Mustapha Mond tells John that those in the New World cannot understand writings like Othello because they don’t understand why anyone would want to feel anything but happiness.

Suffering
"In fact," said Mustapha Mond, "you're claiming the right to be unhappy."

"All right then," said the Savage defiantly, "I'm claiming the right to be unhappy."

"Not to mention the right to grow old and ugly and impotent; the right to have syphilis and cancer; the right to have too little to eat; the right to be lousy; the right to live in constant apprehension of what may happen to-morrow; the right to catch typhoid; the right to be tortured by unspeakable pains of every kind." There was a long silence."

"I claim them all," said the Savage at last. (17.240)"

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Consumerism is an ideology that encourages the purchasing of goods and services in a constantly increasing rate. In the 1960's, the acquisition of goods and services became a huge hit and has grown exponentially since then. In the novel, Brave New World, the World State Government uses consumerism to control the people by conditioning them to continue to want new things and hate old things. Through this cycle the people never feel satisfied and continue to want more things to fill their life.

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Identity
"In fact," said Mustapha Mond, "you're claiming the right to be unhappy."

"All right then," said the Savage defiantly, "I'm claiming the right to be unhappy."

"Not to mention the right to grow old and ugly and impotent; the right to have syphilis and cancer; the right to have too little to eat; the right to be lousy; the right to live in constant apprehension of what may happen to-morrow; the right to catch typhoid; the right to be tortured by unspeakable pains of every kind." There was a long silence."

"I claim them all," said the Savage at last. (17.240)"

Identity
"Alphas are so conditioned that they do not have to be infantile in their emotional behavior. But that is all the more reason for their making a special effort to conform. It is their duty to be infantile, even against their inclination." (6.2.98.1)

Identity
“ How is it that I can’t, or rather--because, after all, I know quite well why I can’t--what would it be like if I could, if I were free—not enslaved by my conditioning."

"But, Bernard, you're saying the most awful things."

"Don't you wish you were free, Lenina?"

"I don't know what you mean. I am free. Free to have the most wonderful time. Everybody's happy nowadays."

He laughed, "Yes, 'Everybody's happy nowadays.' We begin giving the children that at five. But wouldn't you like to be free to be happy in some other way, Lenina? In your own way, for example; not in everybody else's way."

"I don't know what you mean," she repeated (6.1.91.4)

Suffering
"Then, in a resolutely cheerful voice, "Anyhow," he concluded, "there's one thing we can be certain of; whoever he may have been, he was happy when he was alive. Everybody's happy now."

"Yes, everybody's happy now," echoed Lenina. They had heard the words repeated a hundred and fifty times every night for twelve years." (5.1.75.2)

Consumerism
"But why is it prohibited?" asked the Savage. In the excitement of meeting a man who had read Shakespeare he had momentarily forgotten everything else.

The Controller shrugged his shoulders. "Because it's old; that's the chief reason. Particularly when they're beautiful. Beauty's attractive, and we don't want people to be attracted by old things. We want them to like the new ones." (16.219.1)

Suffering

"Because our world is not the same as Othello's world. You can't make flivvers without steel–and you can't make tragedies without social instability. The world's stable now. People are happy; they get what they want, and they never want what they can't get. They're well off; they're safe; they're never ill; they're not afraid of death; they're blissfully ignorant of passion and old age; they're plagued with no mothers or fathers; they've got no wives, or children, or lovers to feel strongly about; they're so conditioned that they practically can't help behaving as they ought to behave. And if anything should go wrong, there's soma. Which you go and chuck out of the window in the name of liberty, Mr. Savage. Liberty!" He laughed. "Expecting Deltas to know what liberty is! And now expecting them to understand Othello! My good boy!" (16.220.2)

Identity
"My dear young friend," said Mustapha Mond, "civilization has absolutely no need of nobility or heroism. These things are symptoms of political inefficiency. In a properly organized society like ours, nobody has any opportunities for being noble or heroic. Conditions have got to be thoroughly unstable before the occasion can arise. Where there are wars, where there are divided allegiances, where there are temptations to be resisted, objects of love to be fought for or defended—there, obviously, nobility and heroism have some sense." (17.237.5)

Suffering
"The savage nodded, frowning. "You got rid of them. Yes that's just like you. Getting rid of everything unpleasant instead of learning to put up with it Whether 'tis better in the mind to suffer the slings and arrows of outrageous fortune, or to take arms against a sea of troubles and by opposing them... But you don't do either. Neither suffer nor oppose. You just abolish and the slings and arrows. It's to easy."  (17.238.4)

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The World State's main focus was making sure nobody was an individual. Fearing that they would influence the rest of society that can lead them to question their government. They have conditioned them at a young age to accept their lifestyle that they were given and reject anything that was not their standard of "normal".
Our society focuses on everyone being their own person; at a young age children are encouraged to explore new things to help them form their own personalities. Creating a large difference between our society and Brave New World's.

Identity

"My dear young friend," said Mustapha Mond, "civilization has absolutely no need of nobility or heroism. These things are symptoms of political inefficiency. In a properly organized society like ours, nobody has any opportunities for being noble or heroic. Conditions have got to be thoroughly unstable before the occasion can arise. Where there are wars, where there are divided allegiances, where there are temptations to be resisted, objects of love to be fought for or defended—there, obviously, nobility and heroism have some sense." (17.237.5)

Identity for those living in the New World isn’t just their conditioning, but also the control that the World State has over them. The government have basically stripped them of their abilities to think for themselves. The emotions that make them individuals in today’s world is taken away and replaced with a false sense of contentment.

The Savage shook his head. "He wouldn't let me […]. He said he wanted to go on with the experiment. But I'm damned," the Savage added, with sudden fury, "I'm damned if I'll go on being experimented with. Not for all the Controllers in the world. l shall go away to-morrow too." (18.243.1)

John purges the idea of civilization, both physically and spiritually,  now that he’s seen and experienced it for himself. The big difference between John and the people of the New World is that he wants to leave, but he cannot and they can leave, but they don’t want to. Mustapha Mond keeps John from going back because he wants to continue the science experiment, yet John is still determined to leave. The citizens are allowed to leave, be exiled to an island if they truly wished to. The one factor that stops them is their conditioning. They’ve all been so well trained that they would rather stay and suffer in their own way than leave to suffer and find happiness.

“ How is it that I can’t, or rather--because, after all, I know quite well why I can’t--what would it be like if I could, if I were free—not enslaved by my conditioning."

"But, Bernard, you're saying the most awful things."

"Don't you wish you were free, Lenina?"

"I don't know what you mean. I am free. Free to have the most wonderful time. Everybody's happy nowadays."

He laughed, "Yes, 'Everybody's happy nowadays.' We begin giving the children that at five. But wouldn't you like to be free to be happy in some other way, Lenina? In your own way, for example; not in everybody else's way."

"I don't know what you mean," she repeated (6.1.91.4)

The readers see here that Bernard, and some of the other males, have some type of knowledge about identity. Bernard and Helmholtz both think differently from others in their society, but they do not know what to make of these thoughts.

Speaking very slowly, "Did you ever feel," he asked, "as though you had something inside you that was only waiting for you to give it a chance to come out? Some sort of extra power that you aren't using—you know, like all the water that goes down the falls instead of through the turbines?" He looked at Bernard questioningly. (4.2.69.3-5)

Helmholtz so far is the only character that Bernard seems to identify with. The both have thoughts that the state never conditioned to think. They both are aware of the control that they are under by the government. Yet neither of them can accurately put out their feelings in words. The conditioning always takes them back before they can get too far. Bernard finally feels like there is someone to is like him. He no longer feels alone with his divergent thoughts.

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The New World shown in the novel,  Brave New World by Aldous Huxley, is a chilling possibility of what the current society can become in the future. Huxley's unique view on the dystopian society is characterized by the citizens of that world being ignorant, totally overlooking their oppression. The people will come to love their tyranny and the individuals whom science cannot control may go off on their own. While there are many aspects of the New World that are prevalent in our society today, we are not that close to the dystopian that Huxley had described. With consumerism and technological advances on the rise, the readers may be able to connect this back to Brave New World; however, the people in our society are all given chances to find their individuality through art, literature, religion, and other forms of self-expression. In addition, the concept of suffering and pushing through the hardships in life to get to the end goal is still widely encouraged. Happiness is seen as a journey rather than just an emotion in our society which contradict's the World State's need to keep their citizens constantly "happy". The society that is present now is not as oppressing as Brave New World's, but if it continues to go down the same path, Huxley's predictions may come true.