In this paper, we generalize Ekeland’s variational principle in the new context of cone pseudo-quasimetric spaces. We propose this extension for applications to group dynamics in behavioral sciences. In this setting, a cone pseudo-quasimetric helps to model, in a crude way, multidimensional aspects of resistance to change for a group, where each component represents resistance to change of one agent in the group. At the behavioral level, our new version of Ekeland’s variational principle shows how a group, forming and breaking routines each period by balancing between motivations and resistances to change of all members, can improve step by step their payoffs to end in a trap worthwhile to approach and reach, but not worthwhile to leave.