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.

GuiltyPledgers is a new app for Spotify that charges people a donation to charity to add a song to a shared playlist on Spotify. By integrating giving to charity in a behaviour that is already engrained, engagement becomes easier and more natural.

UNICEF is challenging Millennials to unplug, and donating water to those in need for every ten minutes they can go without reaching for their device. It's a smart campaign to target a mobile-happy generation who likes to save the world on the side.

A Samsung-powered Android alarm app helps researchers at the University of Vienna find cures for diseases. It harnesses your phone's processing power at night while charging to crunch protein calculations and send them to the researchers via Wi-Fi.