Guide them by edicts, keep them in line with punishments, and the common people will stay out of trouble but will have no sense of shame. Guide them by virtue, keep them in line with the rites, and they will, besides having a sense of shame, reform themselves.
There is nothing divine about morality; it is a purely human affair. If people are good only because they fear punishment, and hope for reward, then we are a sorry lot indeed. What the individual can do is to give a fine example, and to have the courage to uphold ethical values .. in a society of cynics.