Bet on people choosing their own near-term comfort the vast majority of the time, even in situations of near-emergency. Use this awareness to set up systems that make actions toward public benefit more comfortable.
I do NOT mean an individual-choice consumer framework, though that does fall under this wider umbrella.
Regulation affects comfort. Taxation affects comfort. Tort law affects comfort. Shame affects comfort.
The status quo, the simple FACT of it, soothes people's neural grooves.