If you see that some aspect of your society is bad, and you want to improve it, there is only one way to do so: you have to improve people. And in order to improve people, you begin with only ONE thing: you can become better yourself.
There's some good news, too, and the good news is that the players [finally] have become more aware of the fact that we [in golf] need sponsors, and we need the good will that is created by the players being, let's say, cooperative with the sponsors - meaning friendly.