The upshot is that society also values that we create value. Doing things that others find valuable can foster a sense of meaning and belonging.

What you touched on is desire (see: hedonistic treadmill), and while that can be inflamed by messaging in society, it transcends any given society. If we didn't have desires, we wouldn't suffer for art or create great things. Tautologically, manifesting changes like that necessitate dissatisfaction with status quo.