Gift or robbery? Oikos and ethos between sense and social relationship The reflection concerns the social responsibility in the relationship between subjects and firms, taking a view from the social and cultural importance of the gift. The socio-cultural landscape of the gift is interesting as it regards a new sense making on the vocation and the internal orientation about quality and values, report, over the simple exchange. Nowadays it’s time to reasoning on the gift as engine of the civil, social and cultural responsibility in and out the business community. The sociology of gift represents a possible answer to real needs in everyday life and in the social market: a new opportunity or the new challenge for the tutorship of the social bond towards everyone’s dignity, liberty and responsibility.