For many people, the only reason to do anything is that it's best for them individually. And I think that's why planners have to be more realistic about devising policies so the stakeholders will say, "I see what you mean - that'll help me." I think expecting people to do the right thing for the right reason leads to a lot of failure in public policy.
Donald ShoupWhen it comes to public policy, doing the right thing is more important than doing it for the right reason. The best way to get people to do what's right collectively is to make it the best thing for them to do individually. You have to give individuals a personal incentive to do what's right for society.
Donald Shoup