"In the end, management doesn't change culture. Management invites the workforce to change the culture"
Look at the word invite....you invite because you want to, you invite because they are people you respect, you invite with the knowledge they have a choice...
Do you tell people what kind of culture, or do you invite them to the "culture party?"
If they are not accepting the invitation then look at that mirror, what are you doing that is preventing people wanting to come to the "culture party?"