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...