The vast majority of environmental initiatives usually involve things like regulations, lawsuits and boycotts… Yuck!  These tactics have proven to be effective in their own way, but generally they don’t engage and empower people to strive for positive action.  Carrotmob is a refreshing new concept that is out to change this… They’ve set up a system that rewards companies for doing right, opposed to taking business away for doing wrong.  The idea is this: select several businesses within a community to compete with one another to see who can do the most good.  Judges select the strongest effort and that respective business is rewarded by a big mob of shoppers who come in and buy their products… basically, it’s the opposite of a boycott… dare I coin a new term, girlcott?

Carrotmob is picking up a lot of attention and has sprouted dozens of ‘mobs’ throughout the world.  Each chapter is responsible for organizing their own business showdowns and rallying troops to support the winner… and winning is the key here, with everyone getting in on the action!  Shoppers get to put their money where their heart is, activists have a new platform that has measurable results built in, and businesses can gain a surge of shoppers and build their brand reputation within their community…. hooray!

At the moment, Carrotmob is focused on smaller businesses, facing off community hardware stores, liquor stores, etc.  Their plan is to grow this thang to well-know brands and masses of engaged shoppers.  Bigger carrots in front of bigger businesses means less sticks, if ya get what I’m saying!

To learn more about the concept and to see if there is a mob near you, check out their site at: Oh, and last thing… the video on their homepage is AMAZING!


About Joshua Foss

Joshua is a leading voice for transformational change. He is the editor of Metro Hippie, co-founder and director of development of the Ecala Group, and adjunct faculty at the Minneapolis College of Art and Design. He is also an ambassador for the Living Building Challenge and is a frequent speaker at national conferences, trade shows and summits.