People conscious that short term benefit of others results in long term self-benefit. From my point of view: this naturally starts happening when one realizes the autopoietic nature of the human eco-system.
C. Sarasua, E. Simperl, and N. Noy. The Semantic Web – ISWC 2012, volume 7649 of Lecture Notes in Computer Science, Springer Berlin Heidelberg, See my post related to this in my blog: http://gamelux.wordpress.com/2013/08/23/social-computing-through-croudsourced-micro-planning/.(2012)