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I don't have a good answer as to how to combat it. But I do think we should acknowledge the problem and that universities should target PARENTS in their education campaigns about what degrees can do for their kids. that's maybe the only way out. 9/9
As a humanities professor at a STEM school I spend a lot of my advising time helping students with the language for explaining to their parents and peers (!) why their degree will lead to a worthwhile career.
At this point, with new students, I tell them this on day one, because they've already intuited that everyone around them thinks they are wasting their time and money. The look of relief on their faces when I tell them that I'm going to help them with this is massive.
In my experience, most humanists are VERY bad at selling the value of their work to anyone who is not already sold on its inherent value. There are ways to do it without a) lying, b) appealing ONLY to vague, grand values, and c) appealing ONLY to mercantile notions.
If you can synthesize the grand values with the possibility of getting a good, interesting job, it's a solid sell. If you only appeal to grand values then it looks idealistic; if you only appeal to mercantile notions then it seems shallow. In my experience.
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