Apr 2, 2014
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.

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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.