1. Bruce Davis Freemarket Money at the intersection of culture, economy and society: a social life of money and the inside story of www.zopa.comwww.zopa.com bruce@deep-hanging-out.com

2. The New Barn Studios Collective Ethnographic entrepreneur Or entrepreneurial ethnographer?

3. Context: a social life of money

4. A quick example When is an ISA not an ISA?

5. From object to thing Object= -Technology -Rational function -cost Thing= -Social meaning -Social practices - Social capital socialisation domestication ritualization Meaning = neutral Meaning = Situational Usage = Social Shift from looking at what a product does to what meaning it creates

6. What if....?

7. Key themes Increasing disconnection between the individual and the institutions / public meanings of money and economy: –Breakdown of trust and social relations –Divergence of values, goals and ideals –Even the beginning of banks not trusting other banks…. Consumers are ahead of the curve: –No longer relevant to talk about adoption, but adaptation, domestication and interpretation. –Consumers are actively creating their own meanings and usage of money products (as individual entrepreneurs).

8. Types of adapters - money Traditional Entrepreneurs - portfolio against uncertainty Lifestyle Entrepreneurs – place in the sun Domestic Entrepreneurs – surplus and abundance Personal Entrepreneurs – guilt free enjoyment/ play the system

13. A place to create your world of money? objective subjective Growth/fluidity Surplus/Stability Traditional Entrepreneurs Lifestyle Entrepreneurs Personal Entrepreneurs Domestic Entrepreneurs Everyday Entrepreneurs Tangible/Place Human/Social Control/Confidence Real alternative

14. Transforming value: from needs to creating meaning ¢ 8 per cup$4 per cup

15. www.zopa.com

16. Loan as gift? Interest as reciprocation?

17. Cultural catalyst? Cultural medium?

18. Freeing up the market? www.Mysociety.org – the flow of political (small p) ideas.www.Mysociety.org www.Dothegreenthing.com – the flow of green ideas and practices.www.Dothegreenthing.com www.quickheart.com – from process to buying experience.www.quickheart.com

19. Imagining money... "Perhaps to be too practical is madness. To surrender dreamsthis may be madness...and maddest of all, to see life as it is and not as it should be." Don Quixote, Miguel de Cervantes