I don't think It's enough to simply have people interact with a theme of constant competition or radical individualism as the leading value of society. I know relationships can be complex, but if your goal is to create as much happiness as possible, it can be hard to have people to follow even basic ethics when it comes to interacting with each other when people place so much value on self-interest. How can people be trusted to make the best moral choices?

Having everyone sharing at least common values, a collective identity and philosophical goals can make people much more empathic towards each other. I'm not saying It's the solution to everything, but It's surely a much better and natural system than the one promoted by the capitalist and consumer culture.