"We need to make the terms reciprocity, fairness, and relatedness as embedded in public discourse as the terms rewards, incentives, and markets.

As behavioural scientists working in public policy, we particularly need to entrench new go-to ideas for policy makers considering options to stimulate prosocial behaviour.

While the question of what’s in it for the individual is relevant, we need to expand the discussion to also cover intrinsic and contextual influences"