People who are unkind, selfish, not trying hard

Dear Brooke, I am really stuck on one point. You say everyone is 100% lovable, and no one is better than another person. And yet, I observe that there are people in the world who do not mind harming others for their own personal gain (in fact, this seems to be especially prevalent lately) and who put personal profits of any kind above kindness, caring and giving. I FOR SURE think that I and others who are consciously trying to do good in the world are better than the selfish/cruel/thoughtless ones. I know for sure you have a different take on this, what is it?