Because lawlessness will multiply, the love of many will grow cold.
I wonder if this is what the church at Ephesus was suffering from as addressed by John in Revelation 2:4-7? When believers are holding their own and standing firm in what is right amidst an entire generation of lawlessness and evil the tendency is to grow lax in our love for others. We focus on faithfulness, if you will, at the expense of love since so many around us are loveless and also not very lovable. God in the midst of an evil generation still calls us to keep our love for Him first and our love for others on track.
It is love that motivates us to reach out with truth and hope and love to others. Just as Father God’s love for us never grows cold so our love for our fellow humans must never grow cold regardless of how ‘unlovable’ we perceive them to be.
The love of God has been poured into our hearts by the Holy Spirit. We must never allow anything to impede the outpouring of this love.