I think you'll find that this is not a new attitude. There was a time when I thought Nihilism had taken hold in the west in a way it never had in other societies but I found that this is simply not the case. Commodification may be a problem unique to the west but if you look throughout time you'll find that plenty of people have often done exactly what you are describing.
There were plenty of times when in ancient India people only practiced and learned the Vedas for rewards on this earth. There were plenty of times throughout history where preachers only preached to take advantage of their flock. People constantly need to be reminded of the truth and that is why we have so many teachers throughout time and space.
People forget how often this has come up in the past. The Buddha points out to people that their satisfaction is temporary. Judas gave up Jesus for silver, time and again materialism takes hold in the world but you should remember that you can always come back to the source. Do not worry that people give up on spirituality and embrace the material. This will happen but all you need worry about is what you are doing right now. If we worry too much about what happens in the world then we will never run out of worry. If we cling to what we cannot change we will never stop clinging.
"Favor and disgrace would seem equally to be feared;
Honor and great calamity, to be regarded as personal conditions of the same kind.
What is meant by speaking thus of favor and disgrace?
Disgrace is being in a low position after the enjoyment of favor.
The getting that favor leads to the apprehension of losing it, and the losing it leads to the fear of still greater calamity.
This is what is meant by saying that favor and disgrace would seem equally to be feared.
And what is meant by saying that honor and great calamity are to be similarly regarded as personal conditions?
What makes me liable to great calamity is my having the body which I call myself;
If I had not the body, what great calamity could come to me?
Therefore he who would administer the kingdom, honoring it as he honors his own person, may be employed to govern it,
And he who would administer it with the love which he bears to his own person may be entrusted with it."
- Translated by
James Legge, 1891, Chapter 13