Having said all that... I really dont have alot of optimism for it taking hold.
1. As I mentioned, the celebrities that people seem to fixate on tend to be the ones who dont think too much so the masses themselves dont have to think too much. It's easier to be interested in someone whose life consists of having sex and taking drugs as it doesn't tax your brain. I dont call them 'the great moronic masses' for nothing.
So there is little chance someone who thinks about the world and cares about the world catching the public's attention.
2. If such a celebrity or group of celebrities were to have the same views as you and I, and were to push this crusade forward, there is still only a slim chance they would be able to sway the masses to their way of thinking. Most "causes" dont tend to catch on and it seems it is only chance which dictates what makes tomorrows papers.
3. If the idea of stewardship were to become popular, then there are the political barriers that need to be taken into consideration. Politicians will do what the masses want if there is enough pressure put on them. But only then. And if its TOTALLY against their own self interests (like stopping globalization.) then all the protest rallies, Band Aids and public opinion in the world wont make them take on the idea of stewardship and turn it into something concrete with laws and amendments and all that great political stuff that will ensure it can be enforced.
4. If it caught on with the masses and then the politicians, how much of a change would there need to be made to the way we live to make your idea work?
Look at the war on terrorism. When the attacks on 911 occurred there was such a strong public sentiment to catch 'those bastards who did it!' When America first sent troops into Afghanistan (although many protested) the general feeling from where I was sitting, was that anyone who stood in the way was a terrorist too. I remember Bush talking about Americas 'eternal vigilance' and how they would never falter, no matter how many years it took to root out terrorism... now just a few years on, and people have gotten bored with the war and the general consensus is that it was a bad move.
This shows that when something drags on, or is too hard, what seems like a 'worthy cause' at the time to the masses won't last more than a few years. (Though Im not saying the war in Afghanistan or Iraq was a worthy cause.)
5. Empires have come and gone. Great bloodlines which have lasted for generations have all ended in one single year.
As you said, families of landed aristocracy have kept the family fortune for generations and to squander it was to be a traitor. But squandering does happen. Empires do fall.
So even if such an idea were to take root and actually thrive despite all I have mentioned above. In one single generation the 'family fortune' could be squandered.
There is alot more Id like to say on the matter, but I dont have time to go into it today. But there are other ways that the idea of stewardship could become reality and could succeed.
Look at the Christianity. When it began, it was against the law. The followers of Christianity, including Jesus, were persecuted and tortured and almost purged to the brink of extinction. Yet for some reason, it managed to not only survive, it prospered, and at one point the Christian religion was the most influential power in the western world.
Im sure all those who believe in Christianity will tell you it did so because God willed it too. But it could also have been because it deals in the uncertainty of what happens to us when we die. It gives people a set of ideals and a belief system which is generally good when not misinterpreted, misused or abused for personal gain. (Love thy neighbor. live in peace.) And it gives people meaning in their lives where there previously was none. Which is something humans need.
So looking at the way the bible has been handed down through the centuries and how a once outlawed religion which meant death to follow has managed to outlast dynasties and empires may be another way for the idea of stewardship to take hold and actually last.
If the concept of stewardship could be incorporated into peoples belief systems, so that they actually felt a deep obligation and felt there was some benefit to themselves rather than just those that would come after them who they dont know or care about - it could actually work.
Such a pity there isn't a 'way' or code of thinking which has the power of religion, but is universal. That does not have to bribe or blackmail or scare people into believing it. Which lasts for centuries and gives no benefit to the believer other than the knowledge they are doing a good deed for others. Which does not need the power of empires, dynasties or governments to be enforced. And which has the ability to make our lives better as soon as we begin to live by it... now there's a code which Id be willing to follow. Someone should get to creating that.