You can't dictate it, but you can influence it.

Imagine if we teach from primary school student to clean their own classroom and bathroom so that everyone must do at least once every x days/week, it think it would help reconsider how we view this jobs. This is just an example, but I think there are plenty of ways for a government to incentivize desirable behavior (even social).

You're going to get parents with torches and pitchforks if you ask primary students to clean the school bathrooms....