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Many labels have been applied to the current generation of college students, many of them disparaging: lazy, distracted, aimless, needy, greedy, and self-absorbed.
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Simon Sinek in his talk at the Vistage Conference THINK Big! gave the definition of a Leader: Someone who has followers. The human species are herd/pack animals who euphemistically call ourselves "social animals." We forget that all of us on the big blue marble are formed from the same star dust. Our beliefs get in the way of the reality that we are in this together.
An attitude of gratitude and gratefulness is powerful because it releases the generosity chemical: oxytocin. When you do some good for another, they get a shot of it, you get a shot of it and anyone watching gets a shot of oxytocin. It is contagious. You saw it in the Liberty Insurance ad.
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If the leader takes care of his followers and demonstrates his concern for them and their humanity, people see the difference and want to participate in "that."
To see what we are up against watch Adam Curtis' 4 part BBC documentary on Century of the Self. http://archive.org/details/AdamCurtis-TheCenturyOfTheSelf ; Edward Bernays, the nephew of Sigmund Freud, is the father of Public Relations (decided he couldn't call it Council on Propaganda because of WWI)
Adam Curtis further examines in a 3 part BBC documentary The Trap http://archive.org/details/AdamCurtis_TheTrap how the influence of John Nash's Game Theory over 50+ years showed up in the military,politics, psychiatry, healthcare, and other institutions. It helps to know how this culture came about.
We are attempting to change a view of us social animals as suspicious, paranoid, self-seeking individuals. It is a perspective to see us in the world existing with common goals based on caring, self -sacrifice and altruism.
For me it is about using heart (concern for the herd) and brain (neocortex that wants to be able to explain our world) where we each look to make our unique contribution for the good of mankind. http://www.mindfulness.com/2012/10/29/the-many-paths-to-mindfulness/
It is with the heart that one sees rightly,
For what is essential is invisible to the eye.
The Little Prince.