The most effective way to mobilize a society is to give them motivation. Humans are primarily self-interested and mammal-like when measured as a group. Likewise, the best way to create any change in a society is to find a way to exploit those mammalian urges - greed, envy, or essentially the desire for power. There are many other ways, sure, but by and large that's what "moves" human beings as a collective.
But here's the important part. Just because something needs to be moved with a particular method doesn't mean that's the whole story. Any such movement is a "repositioning" of the collective consciousness, at which point better and more prosperous methodologies can grow and prosper. In order to grow a garden you have to find the right earth, till it, and prep it. You can't expect to grow a great harvest right away in the location you want.
The ends aren't the same as the means, and large social changes require repositioning of societal norms.