What is it?
Carrotmob is a growing global movement looking for an alternative to traditional consumer activism methods. It uses buycott, which is the opposite of boycott: instead of threatening or punishing a business, a carrotmob buycott encourages it to improve its social responsibility by using people’s money as an incentive.
How does it work?
Several companies willing to participate answer this simple question “if a large group of people come to spend money in your store on the same day, what percentage of this hypothetical revenue would you agree to use in order to make socially responsible changes?”
The company offering the biggest percentage can host the carrotmob. Once organized, the buycott begins: a group of consumers (the “mob”) come to the store at the same time in order to shop. “In a carrotmob, everyone wins” explains the carrotmob website: consumers buy things they would buy anyway, businesses earn money, and changes are made.
It actually works: since the first campaign in 2008 in San Francisco, more than 200 carrotmob campaigns were organized all around the world (#1 country being Germany).
The aim of the Carrotmob nonprofit organization is to become famous enough to organize larger campaigns involving big companies in order to have them making important changes.
If you want to learn more, find out if there will be a carrotmob in your area soon, or even organize your own campaign, visit the fun carrotmob website.
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