There are over 1.5 million charities in the US alone. We're bombarded by new campaigns and donation requests, both via Facebook and in the street – but it's hard to know who to give to. Dollar a Day lets people “spread their bets”, donating one dollar daily to a range of non-profits.

Many hands make light work; that’s the philosophy running through Unilever’s latest venture, The Foundry. It's a platform designed to help the consumer goods company make sustainable living the new norm by collaborating with start-ups. And now, it's collaborating with consumers, too.

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.

The archetypal Gen Xer is notoriously self-absorbed. But what do they think of the rest of society? Are they political? Do they consume ethically? Or would they rather not think about it? Canvas8 sat down with British men and women between the ages of 35 and 49 to find out what causes they care about.