Gabriel said the agency duped Hezbollah into buying the pagers, making advertising films and brochures, and sharing them on the internet.

"The people who are sharing what they've done in their daily lives, they've been doing this forever," she says.

Influencer Charlie Gill, from Manchester, has been sharing sustainability tips on social media for six years now and says her content has taken off since the underconsumption trend began.

And then there is Ciclovía, whose 1990s expansion within the city coincided with a growing network of NGOs and philanthropies dedicated to sharing ideas between cities.

"It's about family. It's about sharing time and sharing love, as opposed to sharing pits full of money that we don't have."