Faced with declining print sales and digital ad revenue, some newspapers have opted to put up a paywall on their sites. But theGuardiantook a different tack by nicely asking readers to become paid members, while still keeping the site free – and it’s paying off.

As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, orAnchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

From helping the planet to losing weight, there are many benefits to a vegan diet. But omnivores aren't convinced, and some are claiming that overbearing vegans are to blame. Because expressing outrage or perceived self-righteousness is proven to be ineffective in changing people's minds.