Thom,
Good question.
Fear of having your money stolen by banks and governments would be a strong emotional motivator I'd say.
'Protect your wealth with a blockchain' type of thing.
That is only a strong motivator when it is within the realms of probability. Greece for example with what happened recently made that probable there. For the rest of the western world though.. they view banks as far more secure and guaranteed than a motley crew of programmers coming along telling them they should trust them instead of the banks.
I think if you surveyed 10 people off the street, you would get a similar response to what I just stated... similar with 100.. or 1000.
The greatest motivator today for our neo demographic is convenience and personalization of services being used in my estimation.
Fear of banks just won't play out in the real world unless we are in a state like Greece.