The most recent incident of that is a Millennial who was pitching sponsorships for a amateur runner. The approach she was going to use was that donating was the right thing to do. She and other members of the campaign hadn't worked out the incentives. They could have ranged from a tax deduction to complimentary t-shirts to inclusion of their names in all promotional communications.
Now the group is scrambling to create incentives before the woman delivers her series of speeches in the local area. Why has she been so naive? My hunch is that brief time span in which so many things were positioned as the right thing to do got her stuck. Remember when eating oatmeal was framed as the right thing to do?
But, the reality is that even during that bit of Camelot when we were all assumed to be hell-bent on doing the right thing, few of us had that as a goal. Instead we analyzed what was presented to us from the perspective of what was in it for us.