Altruistic behaviour can make us walk a metaphorical tightrope. We need to balance our generosity perfectly, so that we are seen as cooperative and good, without arousing the suspicion that we are acting solely for the status.

If there’s no good evidence to suggest that their acts of genero...

Ultimately, the only fool-proof way to avoid do-gooder derogation may be to do your best deeds in complete secret. And if others happen to discover the truth, despite your attempts to hide it – well, the good reputation that follows is simply a bonus.

Reputation is “positional” – if one person rises, the others fall. This can create a strong sense of competition, which means that we’re always alert to the possibility that other people are getting ahead of us, even if they are achieving their status through altruism. We’ll be especially resentf...

The scepticism many of us feel towards people who are only trying to make the world a better place is a known behaviour, described by psychologists as “do-gooder derogation”.

And while the phenomenon may seem to be wholly irrational, there are some compelling evolutionary ...