Not so Impossible: The economy of gift exchange

Getting something for nothing is a concept well and truly fabled. Found only in the outer echelons of fairytale topia, it is an idea broken down and brutally kicked to the kerb during the often traumatic transition from teenage to adult-hood; a lesson learnt to prepare us for the often unfair and unkind reality awaiting us.

Prepare to pull a U-turn. A year after model, actress and social entrepreneur Lily Cole launched new social network Impossible, the gift economy has reared its head and is here to stay.

The act of giving without monetary recompense is not just healthy for the heart and mind but a lesson for an unstable and wavering economy, we talk to Lily to find out if this model works and why.

Do you think that social sharing is something that we find culturally natural or do you think it goes against what we are taught?

I think it depends what culture you grow up in. Some communities in the world (especially poorer ones) survive and thrive off social sharing, and I do think sharing comes naturally to humans. However I think in western capitalist developed cultures it is not something we are encouraged and taught to do. There are not many tools for it, it is not considered very normal, and in fact the structures and pressures we have built around ourselves (debt, mortgages, ownership, advertising, built in obsolescence, consumption) actively make it really hard to share even if you want to.

Do you think social businesses are possible in this day and age where cynicism is quite prevalent especially in our media?

Totally and I think they are massively on the rise! There is a lot of haze around the concept of “social business” regarding what that actually means, but in its simplest understanding, the ability to align social and financial incentives is becoming more and more popular. There are even several impact investment firms for this space now too…

What has the reaction to Impossible been like from the users?

We have a community of users who really love it and are actively engaged with the philosophy and interacting with one another. I think they find this non-judgemental space where people are being kind and supportive to one other, where people aren’t showing off or trying to sell you something, really refreshing.

What inspired you to begin to look for more ethical, sustainable and environmentally friendly ways of consuming and living?

I came increasingly to the understanding / belief that whilst business and economics has such a profound impact on our world, if I wanted to think environmentally or socially I needed to begin there. My approach has been dual – being a more conscious consumer in the belief that consumer choices drive markets and businesses, and developing/working with a few businesses who set good examples with regards to how things can be done. I’m by no means perfect but most of my philanthropic energy goes into that space now.

Why do you think more people are not curious consumers?

I was fortunate to be exposed to some of the true impacts of business through fashion by looking into things such as the cotton, diamond and rubber trades. I feel privileged to have had that exposure which informed my thinking and lit the fire I now hold. Previous to that exposure, I really didn’t have any idea of how bad (or good) the impact of the things I bought could be. So I don’t have any judgment for people who are unaware and I hope we can use the digital landscape to increase awareness – and thereby increase empathy..

What’s your favourite Impossible story?

It’s always in the little things that people do for one another… Piano lessons, posting things, even small advice… Every time proving the manifesto that people will do things for one another for no reason other than that they care.

What’s one of the things you do in your everyday life to be more ‘green’?

Buy less and buy things that have good stories behind them.

If you were in charge for one day what would you do?

Try my best to be happy.

If you’re inspired or just simply inquisitive then join the not so Impossible network and  discover skills you didn’t realise you had and learn to ask for things that you need a hand with.