How do we lead in a changing Army of Entitled Soldiers?

In my last discussion, a 1SG stated that he would love to see a discussion about entitled soldiers, so here it is.
Throughout my 15 years of service spanning 3 branches of the military, I have seen the face of the military as a whole changing as the millenials filter into our ranks. This new generation of Soldiers, Marines, Seamen and Airmen feel as if they are entitled, and everyone owes them something. They feel that they are entitled to awards for simply doing their job and not getting in trouble, and are upset when they don't receive a high award when they did nothing above and beyond to deserve it. The want to get paid for doing nothing, and complain about having to do work instead of checking out Facebook or playing candy crush on their phones. They believe that serving their country is a right and not a privilege.
What can we as leaders do to stifle this way of thinking, and prevent these entitled Soldiers from becoming entitled NCO's and officers. As these millenials go up through the ranks they will become toxic leaders and destroy the organization and profession of arms as a whole.