Gen Y is often labelled as narcissistic and entitled – yet in 2013, 87% of them gave to charity. Over 60% of Millennials have donated via their mobiles, and they want transparency and simplicity when doing so. Are charities paying enough attention to tomorrow’s philanthropists?

The Samaritansis a Kenyan-produced mockumentary that satirises Western NGOs and their misguided attempts to provide foreign aid in African countries. But if conventional approaches don't work, could greater contextual awareness be the answer?

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.

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.