What is happening to the integrity of students?

As a highschool senior it has become an observation of mine through the past six years that cheating has become normal. Why is it that there are not enough negative consequences to cheating to minimize its existence? I think that too many students have rationalized cheating or categorized their behaviors as 'not cheating.' Some students can blame their actions on the pressures of society to be successful, but it is my opinion that cheating is the result of a loss of integrity. If students really feel so much pressure to succeed, why don't they just do their work? (I realize it is not that simple for everyone, but I'm saying that for people growing up in middle to upper class communities that the average student who cheats could just do the work and be fine, but does not because of some kind of loss in motivation to actually try.) There should be stricter policies placed over students and teachers in order to prevent cheating.