I personally tend to think the hard problem isn't whether morals are objective but whether we can motivate people to be moral, given their subjective dispositions.
Motivations do not seem to be without a subjective component. Nor do I think one can't form value systems with a significant subjective component which can be said to be premised in either an individual's or culture's collective psyche.
Even Kant, the great champion of non-passion-based morality, seemed to admit to the utility of not distancing oneself from the suffering of creatures, so as to motivate oneself to act morally -- even if the moral truths themselves were derived from reason.
Motivations do not seem to be without a subjective component. Nor do I think one can't form value systems with a significant subjective component which can be said to be premised in either an individual's or culture's collective psyche.
Even Kant, the great champion of non-passion-based morality, seemed to admit to the utility of not distancing oneself from the suffering of creatures, so as to motivate oneself to act morally -- even if the moral truths themselves were derived from reason.