Well I commend your efforts but they're futile. These generations know nothing other than greed and stomping on others to get it, it is the way of the world. Negative reinforcement is their answer to everything and as far as they're concerned that's just how the world is as long as it doesn't effect them it doesn't matter.
That being said, nothing short of physically beating them down and showing dominion over them will change that (Millitary life is a prime example) alas, there isn't much we can do. I wish you the best of luck