A classic approach for encouraging cooperation is to alter the personal cost; for example, increasing the material incentive – like giving a person some cash – for doing the right thing. But this often doesn’t work. What does work, research shows, is linking a person's actions to their identity.

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?

In December 2013, the law allowing gay marriage was overturned in Australia – spurring outrage, as two thirds of people support same-sex unions. At Sydney's Mardi Gras, ANZ turned its cashpoints into glitzy GAYTMs, sending a bold statement: accept our cash, accept our values.

Voluntourism and responsible travel initiatives have taken off in recent years, demonstrating how people are eager to do good in their time off. Kind Traveler is making it even easier for tourists to give back to local communities by playing matchmaker between charities and luxury hotels.