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.

Petit H might be the first example of a sustainable spinoff from a luxury brand. Furthermore, it doesn’t compromise the hard-won Hermes identity. The quirky accessories were first introduced in at the Paris flagship November 2010.

Marks & Spencer is launching a campaign to get customers to hand over an old or unwanted garment whenever they buy a new one, a phenomenon it has dubbed 'shwopping'. The programme aims to stop one in four items of clothing ending up in the bin.

Less than 10% of Brits regularly donate money to charity because it's 'inconvenient'. By seamlessly enabling online shoppers to donate as they spend, Give as you Live is activating a new market of donors, while freeing them from buyer's remorse.