I do wonder if part of the problem is a big part of our modern "support" have no connection to the city itself. Why would they care about loving Southampton, or take pride in the history of the city, when they're not from it, and have no connection to it.
To them Southampton is a football club/form of entertainment, rather than their roots and history of their family.
Mind you maybe that logic doesn't work, because i can't for the life of my understand why someone from Wiltshire - with no family connections to the city - would "hate" pompey, it's all just pantomime at that point.
Also @TheAlehouseBrawlers made a really good point, right up to the mid/late 90's we just ignored the skates most of the time and that wound them up something chronic. Don't get me wrong I f*cking hate the c*nts, not the football team, the city and people in it, but, and maybe because of that, I don't want to sing about them all the time.
Also agree with @JRM i'd love to see Great to be back in Southampton used (and it doesn't even need to be the whole thing, just the chorus and bit about going to the game) but I honestly can't imagine our newer fans doing that.
A while back our lot tried to get something new going to the tune of Dock Of The Bay, which given St Mary's is on the docks seemed to make sense, but literally no one bothered trying to join in.
That was,
Left my home in Hampshire,
Headed out from Weston Bay.
I've got something to live for,
Love Southampton till my dying day.
Oh sittin' on the dock of the bay,
Watchin' the tide roll away.
Sittin' on the dock of the bay,
Wasting time (time oh time).
Two, Three, Four (and repeat).
Would've been unique, catchy and about the city/club, but instead we get another song nicked from Man City which mentions the skates.