They don’t believe in collectivism. They just want us to believe in it. They want to preserve their power and control and money and convincing us to appreciate living with less and working for the so called “common good” is their way to maintain it.
There is a common good of course. It’s just that the best way to achieve it is through more freedom, not less; and then living with a decent moral code especially in how we treat each other.
That's it, in a nutshell!