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  • People are willing to support causes - but only if there's no effort involved
  • People are willing to support causes - but only if there's no effort involved
    rafael-castillo, Creative Commons (2012) ©

The new age of armchair philanthropy

People are willing to show support for social causes – provided they don't have to do much - and brands are finding new ways to tap into the strength of the herd. By re-engineering menial actions – from buying body lotion to having sex – there are ways to reward everyone.

Location Eastern Europe / North America / Northern Europe / Southern Asia

The luxuries of the modern world – from self-adjusting thermostats to cars that send alerts when the tyres need changing – have allowed people to become lazy. And that's just when it comes to doing things for themselves. In the realm of social good and charity, where people are required to make an effort to do things for others, such apathy is beginning to take its toll.

It’s clearly visible through ‘clicktivism’ – the ability to advocate charities and social movements with a simple 'Like' or retweet. "In the outsized enthusiasm for social media, we seem to have ...



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