This I feel is unfortunately counter to the design of humankind, where we are—as you said—social animals and the only way to change for the better—at a species level—is to change together.
I'm talking about "open handed" issues where people tend to debate and negotiate: preferences, not convictions—if 3/4 friends want to go get a sandwich, but 1/4 insists on either salad or "go without me", this can be taxing on the relationship—especially if they also are usually open to sandwiches and have no strong conviction against it.
It's not that people who clean up after camping have to drag all of humanity with them before they can claim to have done some good - it's that the sandwich shop example doesn't have anything to do with actual human values.
We're social animals, and when people overtly signal that they're disinterested in the existing paradigm, they're communicating that they're going to be exhausting to interact with, since you're going to have to explain and justify every individual thing you want out of them that they don't already understand, and they'll never just go along with things for the sake of others.