A crucial difference between genes and memes, however, is that genes aren’t conscious— they are only successful in the gene pool if they happen to program their survival machines to perform well in their environments. Dawkins emphasizes this point to show that humans have more power in the case of memes. Altruism is a meme that we can perpetuate by choice, and if we’re altruistic, or want to be more altruistic, it’s the culture that can make this happen, not genes.