From donating money at the click of a button to buying into a brand because it supports a shared personal cause, the way people interact with charities is changing. What societal shifts are driving this? And what do companies and charities need to do to stay connected and current?

From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?

High-profile news stories of fraud and mismanagement have seen public trust in the charity sector diminish. With Britons also put off by aggressive fundraising tactics and more carefully scrutinising how their donations are spent, how can charities regain people’s confidence and support?

We feel good when we give. Whether it’s time, money or skills, it doesn’t matter – we’ve all felt it. But helping a neighbour with some heavy lifting feels different to donating money to a foreign charity. Canvas8 sat down with Dr. Lara Aknin to understand what makes us feel good about giving.