In the hippies case, as the movement became more mainstream the establishment funded efforts to emphasize those aspects over the other, more socialist and anti-war aspects that were the basis of the earlier counter-culture.

Just look at the evolution in the music of the movement: protest songs of the early to mid 60s (Dylan, Sam Cooke, Simon & Garfunkle...) gave way to the commercially produced, glitzy psychedelic music in the late 60s. From Surrealistic Pillows in 1967 to American Beauty in 1970 and beyond it was basically about sex, partying, navel gazing and spacing out.

The message clearly became much safer and, as it happens, more profitable.

I've even heard one conspiracy theorist say that the change in attitude for many bands was orchestrated by 3-letter agencies to influence the anti-war movement, though I don't know how much evidence there is of that.