We discern between three main types of motivations:
Good, at least sensible "we-aims" aligned to "What's
good for the goose needs to be good for the gander."
Dealing with opponents - There is a lot of competition and its opponents in the human realm.
Large, common goals to serve in a good setting - if you're
friends, or by common or large agreement (consensus). These also serve as conformity-ensuring standards.