I think sir that this is one “Holy Grail” of knowledge society - to turn (what called ‘ฉันทะ’ - aspiration/happy to do, in Buddhistic term) into the norm of behaviour. Today, ‘money’ and material rewards are the prime driver - the virtual whip.

But, difficult it may be, failing to try or to rise up to meet the challenge is to lose (to evil?) without a fight.