A recent Harvard study asked children about what their parents valued most in them. The results showed that 75% of those children felt that getting good grades was more important than being a caring community member. As a result of this and similar studies, Harvard has created the Making Caring Common Project to teach and encourage the teaching of moral education to children. They have come up with five ways to raise a kind child, which includes easy things to try at home to encourage thought about the needs and feelings of others.
Here is a great article from the Washington Post which includes the five tips: http://www.washingtonpost.com/news/parenting/wp/2014/07/18/are-you-raising-nice-kids-a-harvard-psychologist-gives-5-ways-to-raise-them-to-be-kind/
And if you would like more information about the study or the Making Caring Common Project, here is a link to their website as well: http://www.gse.harvard.edu/news-impact/tag/making-caring-common-project/