People want a thing, not an ideal, and they'll sell their soul to get the thing. At this point, it's actually being surprised by this that is the ludicrous position. Philosophies are a differentiator for a very small portion of population.
If you want them to buy into ideals, you've taken on two problems: Make a thing they want with its own differentiators outside of the noble pursuit, _and_ trojan in your principles.