Carrotmob Reinvents the Boycott to Spur Environmental Change
The folks behind Carrotmob continue to demonstrate the power of using your dollars to vote for environmental change, and they’re starting to get some press as well.
The first Carrotmob “reverse boycott” started with a convenience store in San Francisco. The store owner out-competed a few dozen other businesses by pledging to use 22% of the profits from one day to make his store greener (in this case by installing energy efficient lighting and other green improvements). Carrotmobbers flooded his store on the appointed day and left the store owner with $9,200, enough to make multiple energy efficient improvements as well as having the best sales day all year.
Carrotmob and their “reverse boycott” system works like this:
- Businesses are contacted and asked how much they would like to bid in order to win over consumers during one massive shopping day.
- Using social networking tools like Facebook and Twitter, and other fancy technology, members are asked to vote which store they would like to select.
- One day is selected and the store is “mobbed” with consumers who show up and buy goods they would have purchased anyways - food, beverages, hardware, etc.
- The store is mobbed with consumers who in the process of flexing their food (or goods & services) dollars, bring the store lots of money.
- The store uses the percentage of those sales they pledged to make their business greener and more environmentally friendly, while helping their bottom line AND gaining significant goodwill in the community.
