We want to know the story and the people behind the products we eat or use.

I don’t plug a lot of videos on this blog — how many video’s are all that relevant to creativity and innovation? This is the exception, I have one I’d really like you to watch, after you read this Jay Leno style “set up”.

Growing up in anti-communist America the world was black and white. You were either pro-democracy capitalist, or a commmie pinko. There was no middle ground (gee, not so different than now). The “Domino Theory” had the USA fighting a communist insurgency in a tiny country in south east Asia that had no strategic value. The Vietnam war tore the country apart. I’d also rather forget the McCarthy era and blacklists.

Which is what makes this new trend of collaborative consumption so interesting, it’s the middle ground. I’ve also heard it called creative “commons,” and in the 60’s we would have called them “co-ops”. Like the food co-ops of old, they are consumer organized and led. Unlike those efforts of old, there is a commerical component to the new trend. Think Zipcar. It’s convenient, it shares a useful resource, and, the owner makes a bit of money and the consumer saves a bit of money (compared to say renting from Hertz). These types of services create economic stability, jobs, and communities. And no Stalin!

This trend is a profound social innovation, and it will have massive impact over time.

Alright, now watch this fascinating short video on the topic (3:40). And if you don’t mind, share it on Facebook or Twitter, it deserves an audience. It was produced by my KILN partner Kate Hammer and features the graphical stylings of Emily Wilkinson of Mindful Maps. It was part of the RSA/Nominet Trust video short competition. It didn’t win, but it should have, this is a very creative piece. The core content, the ideas, are Rachael Botsman’s. She is the co-author of “What’s Mine is Yours: The Rise of Collaborative Consumption” Harper Collins, September 2010. Rachel has also done her own very cool TED Video, but I’ll leave you to find that on your own.

Would love to hear your comments on the video and the concept.