By adding a simple curve to its outdoor adverts, IBM has given advertising a new function in the form of a bench, shelter and ramp for city dwellers. The adverts are part of IBM's latest campaign 'People For Smarter Cities'.

Inequality is rising amongst global concerns. The World Economic Forum placed Severe Income Disparity at number four on its list of global risks for 2014. President Obama has named social inequality as the "defining challenge of our time.” So what are brands doing to help?

The infrastructures of cities around the world are suffering from traffic congestion, pollution and high public transport costs. These frustrations are leading to alternative means of transport. South African startup Mellowcabs provides free transport in electric vehicles.

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.