They might listen to what you say but they hear what you do. Make no mistake, you are constantly on stage. Your people are watching and judging everything you do. Everything you don't do. Everything. So how consistent are you?
If you expect your people to change, then role-model that change. If conditions force your organization to sacrifice, then be seen as the first to sacrifice. If you want to bring attention to a cultural norm, then be an exemplar of that norm.
If you're not consistent, you can't be credible. But you have to be credible for your people to follow you. And as I once read, if you think you're a leader yet no one is following you, then you're just going for a walk.