Robert Wright, Michael Shermer and Yochai Benkler believe we rebel against the one size fits all command and control systems so favored in the forties, fifties and sixties.
William Whyte wrote The Organization Man in 1957. In the last 15 years we've begun to question the "selfish" man model only motivated by extrinsic motivations (the whip, chair, gun or greed). We know we LOVE things and so are willing and happy to GIVE of our time, effort and life.
The New Altruism is being fueled by:
* Social Networks.
* Flat, Global and Connected world.
* Recognition not everyone is motivated by the same things.
* Greater understanding motivation is contextual too.
* A new era of cooperation and collaboration.
Here is The New Altruism: Wright, Shermer, Benkler