There has been a concerted push by the far right to delegitimize the idea of "human decency." It started to trickle into our mainstream culture by way of aspects of toxic masculinity, and "cringe culture"—can't be seen to be enjoying things unironically! Emotions (other than rage or contempt) aren't "manly"!
But with the rise of Trump through the mid-to-late 2010s, it became much more widespread and broad in scope: Dignity, respect (in the sense of "treat other people like humans"), and politeness are all "woke", and all that matters is me, me, me. Being a bully is the highest form of social capital.
And now with enshittification spreading to all our commercial services, the same basic ideas are expanded to the corporate realm. Customers are just numbers; "customer service" is for bots to provide; lock them in so they can't leave and it doesn't matter how terrible the service is.
It's not just cooperation that's needed—though you're absolutely right that it is the basis for our entire civilization; it's respect and dignity. Treating everyone you meet as if they're someone whose daily experience you care about, at least inasmuch as your interactions with them affect it.
It's never too late to shift a culture, and individuals can make an individual difference—very much in the sense of the old story about the girl throwing starfish back into the sea. But what's really needed is a cultural movement to restore dignity to our interactions, and I'm afraid I'm clueless as to how one starts one of those.