Activists, take note: People support reform if they believe the changes will enhance the future character of society, according to a study published online this month in the Personality and Social Psychology Bulletin. Namely, people support a future society that fosters the development of warm and moral individuals.

‘There are implications for communication, but also for policies themselves. The ‘easy’ answer would be to promote a policy or cause in terms of how it will make people more warm/moral,