How does group identification influence the willingness to help others?

Manchester United soccer fans came across an “injured” runner. The critical factor for the fans' willingness to help was whether the runner wore a Manchester United T-shirt or a plain, neutral T-shirt. The study's results clearly show that:

•  92% of fans helped when the runner wore a Manchester United T-shirt.
•  33% of fans helped when the runner wore a plain T-shirt.

The observation comes from Adam Grant's book "Give and Take" and highlights how our willingness to help others is influenced by perceived group membership.

This concept resonates with my own experience from last weekend, where I supported friends at a rural project - where we built outdoor areas like a pavillon or a small lodge. I noticed differences in how engaged other helpers were, which from my perspective was due to a similar sense of group identity—or lack thereof. Just as fans were more willing to help someone they saw as part of their in-group, helpers feel more motivated when they identify with the people or task they are supporting.

So what does this mean for your workplace? It is important to create a sense of belonging. Imagine yourself - what makes you feel engaged?

When you are engaged in something, you go the extra mile and are willing to give 100%.

So here are some ideas:

• Set shared goals: Define clear objectives, such as increasing sales by 15% or improving workflows, to give the team a common direction.
• Take time for check-ins with your team: talk about the status quo and support your team with challenges.
• Give regular feedback: Let your team know what you are thinking about them and their work.
• Encourage openness: Create an environment where team members feel comfortable sharing ideas and concerns, such as suggesting improvements during meetings.
• Be a rolemodel: Lead by example in your work ethic, communication and how you commit yourself to the team´s shared goals.

A stronger sense of belonging leads to higher motivation and increased willingness to help within the team.