Unless you are alone on a desert island, you are part of some part of society/community. The communities interests are ultimately more important than your own. So with everyone working towards the community, everyone benefits.

While in modern times, technology has expanded the communities to the n-th degree, leading to depersonalisation on the mass scale, which in itself, causes problems.

In order to cope with this, rights have to be re-invented in a structural framework which all benefit from.