In a world of blurring gender roles, where women are empowered and men are emasculated, a playful definition of 'what it means to be a man' is emerging, whereby men have the freedom to build their own definition from a range of discourses.

From Just Giving Facebook updates to wearing H&M’s Conscious Collection, public displays of philanthropy have become a symbol of status. But does it really matter that these new do-gooders are motivated only by people seeing them do good if the outcome is still positive?

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.

Just as brands have long pursued millennials, political campaigners and social-issues advertisers have this generation in their sights. But how are political parties and charities getting through to this notoriously hard-to-reach demographic?