Everyone is looking for ways to exist.
Example:
There are many purposes to saying either of the things above.
One of them is creating a way to exist for yourself — (1) giving yourself permission to not care about someone at all, or (2) to care about someone instead of someone else, or (3) to go against the society's wishes and care about someone who the society would rather neglect.
Another is creating a way to exist for others — maybe you don't have a problem with doing what you want, but a friend does. So you craft a rule to help them exist better.
One more purpose is helping the society coordinate. If a number of people adopt your rule, it will have consequences. Maybe they will start helping people at large (good if they have a lot of resources). Maybe they will start helping each other but not the wider world (good if they have few resources and would benefit from sticking together). Etc.
We are all ought-conjurers. We all like coordination and know how useful it is. Well, except for psychopaths. Fuck psychopaths.
What is the society's ultimate goal?
I don't know. I think there is a bunch of different things that people like, and that's it. Coordination, reproduction, happiness, progress, justice, are all big, because a lot of people happen to like them for [maybe evolutionary reasons?].
However, whatever you care about can probably be helped by morality/coordination, though. So figure out what you like and then start creating/promoting/destroying moral rules that would help your goal.
(Note: you can come up with an Ultimate Goal, sure. But if you do, the very process of doing so has probably been a search for a way to exist! Maybe you decided that declaring most moral rules obsolete is the best way to cope with a bunch of pre-existing rules you dislike. Etc.)
To be comfortable with this outlook, you have to clearly see how your use of morality coincides with a) things you like/dislike and b) the problems you are facing in life.
This isn't easy.
For example: intellectually, I understand what I'm writing. But I still get angry at people on Twitter. "Stop fighting, stop fighting! You are being stupid! Be cold and reasonable. Aoierhgiwherpgepgh." I want to stop people from complaining (see Against "act, don't complain"), and I want to stop them from fighting for what they care about (see this Twitter thread where I'm trying to do that).
What to do?
Probably, just fight for things I like more often. I can't appreciate or relate to other people using morality for their benefit, until I start using morality for my own benefit.
That's it for now.