Sure, and then, after we started getting more "external influences", we all realized that "hard work" isn't going to get us anywhere.
It's really easy to blame this on some kind of change in individual values - kids these days don't respect hard work, etc. It's harder to come to terms with the idea that maybe those values were a lie - or, perhaps a better way of putting it, a coping mechanism - in order to keep us placated with the status quo. Now we're really starting to wake up to the fact that employers do not reward things like hard work or loyalty. So why keep up the pretense?
Unfortunately this does indeed result in this issue - a lack of caring. But I don't think we're going to get people to care again by appealing to those older values.