Carrotmob

Persuading businesses to become greener by promising them a “mob” of new customers. (A portmanteau of “carrot and stick” + “flashmob.”)

Jeremy Caplan explained the Carrotmob approach to consumer activism in an article for Time:

The concept is simple: instead of steering clear of environmentally backward stores, why not reward businesses with mass purchases if they promise to use some of the money to get greener?

The first Carrotmob event took place in March 2008. It was organized by Brent Schulkin who promised 23 storeowners in the San Francisco area that the business which promised the most environmental improvements would be rewarded with a horde of new customers. On March 29, Schulkin’sCarrotmob descended on the winner:

The crowd spent more than $9,200 at the K&D Market, which then fulfilled its pledge to plow 22 percent of the day’s revenue into greener lighting — with the haul from the Carrotmob providing enough cash to make all the improvements recommended by an energy auditor (andCarrotmob supporter).

Since then, the Carrotmob philosophy has extended across America – and the world – as a post on Carrotmob.org explained:

We are activists who accept the premise that corporations will nearly always continue to keep profit as their top priority. … Rather than rage against this tendency, we work with it. Carrotmob can put rewards in place that will make environmental responsibility the most profitable choice. Companies will do what we want, not because of negative pressure, or morality, or a boycott, or a petition … there are enough sticks out there. We need a big juicy carrot.