I totally agree that culture is a great factor that affects to stuburness among elder generations. However, maybe a great solution would be to bring up government iniciatives that offer comapany for old people. Make having someone helping you something natural when reaching a certain age.
A great initiative raised in Spain was to connect students that leave their homes to study in other cities with elder generations that leave alone to make them company. I hope any of my coments is useful. Hope you reach a great solution.