If the heart doesn't change, it will function as the mind should, and the mind vise-versa. Society wants us to think on our selves, and on impulse, rather than objectively and selflessly.
I don't think... at this point society still wants us to think in a particular way. As long as a way of thinking/acting can produce money, it isn't necessarily seen as wrong in today's world. Or dunno, something...
Or even... is there even a problem or forcing at all? as long as you don't get in the way of money, society doesn't really has a need to reprehend free thinkers anymore.