We live in times where uncertainty, fear, confrontation, contradictions and conflicts have influenced the way we live creating 3 main paradoxes:


  1. More Communication, less communication. We have made huge technological progress with unprecedented communication tools that allow anyone to communicate with almost anyone else in the world no matter their language, creed, and beliefs and yet, it seems we lost the sense of community amongst fellow human beings. In the age of internet and social media we communicate in all sorts of ways, but we rarely attempt to comprehend the other individual before attempting to get them to comprehend us.   We define emotions as a reaction to external manifestations, whilst emotions are manifestations that we can consciously create.


  1. Capitalism without real capital. Distortions, cynicism, abuses and greed have warped the role of capitalism and economy. There is a “spiritual” aspect in the capital which we lost, distorting the essence with greed and fear. Often the capital is the original source of envy and then it is accumulated with the fear of losing it.  This process came to the unfortunate outcome that we have promissory notes that governments call money, where the promise is against debt (not even against gold as it used to be before the ‘60s and ‘70s). The capitalism and the capital has been distorted by forgetting that capital is the remuneration of the adventure; mission of an entrepreneur in a community called enterprise where a group of individuals does productive work where profit is the remuneration of these “spiritual” efforts to serve the wider community. We forget where the word economy comes from: Eco derives from the Greek Oikos meaning an extended family unit that consists of the house, members of the family, farmland and all property. The suffix –nomy derives from the Greek nomos meaning management, law, and principle.  Economy is looking after each other, managing the earth and the family, with the resources available to the household for the well being of all involved.


  1. Giving without real giving. The first two paradoxes resulted in the third one. We have created in the last 10-15 years buzzwords as corporate social responsibility, sustainability, ethical fashion, social enterprises to offer ourselves a “feel good” factor that would offset greed and a distorted capitalism as described. Giving has become this moral and ethical responsibility at the side of what became core: profit and egocentric organizations that forgot both the Oikos and nomos as the picture of the 2008 financial crisis showed us.  Giving and sense of purpose are the highest form of self-actualization of a human being if we were to carefully read Maslow teachings. We created this tradeoff between profit or giving / charity, but if the reader carefully thinks about these 3 paradoxes, they will realize that profit is the remuneration of a “spiritual” journey of a group of individuals and not the end of the journey but a means to an end; where giving can be the real fulfilled experience in the ‘Oikonomos’ . Giving is not opposed to profit part of the same equation of the ‘Oikonomos’. Giving so far is often done in the charitable space from an unequal position:  we often help from a position of superiority in respect of the recipient of the donation to just feel good; at Livoos, we believe in the people we help, and we offer our help and support from an equal position joined by a common faith and by our flawed human nature.


Livoos – the empowerment economy


The good news is that there is an increasing shift in consciousness where these paradoxes are becoming more and more visible, thanks to a handful powerful teachers in a hidden world of unconventional education. The dismay born from these unrealized paradoxes is shifting to an increasing awareness of finding a sense of purpose in what we do, in our work, and in our relationships.


Based on these premises and the philosophy behind them, I founded Livoos; the world’s first commercial enterprise that donates 50% of its revenue to charitable and social causes, putting giving at the core of a new business model. Placing giving at the center of what we love, our passions, even our indulgences is the real modern version of the Oikonomos, where all the actors involved benefit with a remuneration of the capital but are fully conscious and aware that the final outcome is looking after ourselves. So in Livoos, communication takes the shape of an exchange of positive emotions with an authenticity that gives back a bit of that “spirit” to the capital that we lost and we dismantle this looking good face of charitable giving by replacing with the real giving. The one that recognizes the human nature of our own self-actualization and the real giving.  You can shop on Livoos at no additional cost to you and on every purchase Livoos will donate half of the commission earned from each brand to a charitable cause you can choose or even nominate.


We offer a guilt free shopping experience that gives you the power to change the world and make business a force for good while you enjoy the gift of life.  We buy products and services because we believe that with them, we can feel good. So why not put some sense of purpose and real giving in this feeling good?  Working together, we can create the empowerment economy.


Encourage luxury brands to give back to society part of the dreams they sell and for which they charge, and be part of the empowerment economy where communication is an exchange of positive emotions. Empower consumers to consume these positive emotions with a sense of purpose and pride by making a difference. Empower all involved in the Livoos empowerment economy to use the leverage of business: technology, marketing, innovation and profit to make a difference.


Selfless help is often presented as the pure form of giving, it probably is, but we leave that to the heroes. We recognize the flaws of our human nature but we can turn them into qualities if we just go to the core of who we are and be a little bit more authentic.


Join the Livoos empowerment economy at livoos.com.


Flavio Amorelli




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