I don't think that everyone values greed in modern society. In fact, there's almost like a philosophical war going on. Giving is still highly valued, even if there's a portion that idolizes those that rise to the top. We even seem to value those of wealth that give a bit away more than those with less that give a lot more of what they have.
I'm not sure that the modern form of giving is good though. You just give money to some group that hopefully does good with your money. I think more need to get their hands dirty. Not necessarily literally. It would be a lot better if more rich people set up sustainable charities that didn't work on just getting more and more donations, but could survive with none if necessary.