The former Manchester United defender was speaking in response to questions about Carlos Tevez's refusal to come off the substitutes bench for Manchester City and the Black Cats' Titus Bramble being arrested and then bailed by police for alleged sex and drugs offences.
"The vast majority of footballers come from the same working class background as the supporters," Bruce told the Daily Mail.
"Most of them remember their roots, where they are born and bred and have respect for where they've come from. But more and more they are becoming alienated from the working class people of today because of the rewards they get.
"I think they should show some more responsibility. I think that for the rewards footballers get there has to be a moral responsibility."
The Mackems host West Bromwich Albion in the Premier League this weekend.