Let’s think for a moment about some of the things that the average person is motivated by. I mean really motivated, at a basic instinctual level. Of course there is food and water or, sustenance. Then we have shelter and housing. There is also a drive to reproduce.
One motivation that I believe is ever-present, but often overlooked, is the drive for safety. Everything about our lives is permeated with the innate desire to minimize risk (except for you thrill-seekers!) and protect ourselves from harm.