Brands want people to interact with their products and services - because interaction can take on value as an alternative to traditional currencies - and they're constantly searching for the best exchange rate. But what's in it for consumers?

A new campaign from Nike converts the distances participants run into tangible rewards. By introducing an element of gaming, the brand is encouraging greater loyalty and creating an Alternative Currency that revolves around sweat, not money.

If transactions can be intangible, could they become entirely incalculable? At The Merit Shop, money is meaningless. Instead, goods are purchased in exchange for interesting talents and skills, questioning the true definition of 'value'.

Companies are beginning to look at ways of encouraging consumers to respond with gestures as well as words, as the rise of gestural marketing sees brands seeking new ways of showing that they understand the needs of their audience.