Word: carrotmobs
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Dates: during 2000-2009
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...Your Friends to Work • Gather your pals and organize a reverse boycott called a Carrotmob. Instead of punishing corner stores and other local businesses for environmentally unfriendly practices, help them do better by arranging a massive shop-in, in which the owners agree to use a portion of the revenues to get greener...
Forget sticks, and stick with carrots instead. So says Brent Schulkin, founder of a fledgling movement of activist consumers employing a kind of reverse boycott that he calls a Carrotmob. 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...
...Traditional activism revolves around conflict," says Schulkin, 28, a San Francisco-based activist turned entrepreneur. "Boycotting, protesting, lawsuits - it's about going into attack mode," says the former Googler and onetime game developer. "What's unique about a Carrotmob is that there are no enemies." The focus is on positive cooperation, using the power of the casual consumer to help save the planet. (See pictures of a grocery-store auction...
...movement was born on March 29, 2008, when hundreds of green-minded patrons poured into a San Francisco convenience store after Schulkin solicited bids from 23 stores in the area to find the business that would promise to spend the highest percentage of Carrotmob profits on more energy-efficient lighting. The crowd spent more than $9,200 at the K&D Market, which then fulfilled its pledge to plow 22% 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 (and Carrotmob supporter...
...Meanwhile, Schulkin is focusing on a for-profit Carrotmob spinoff called Virgance, which starts up and acquires small organizations that offer collaborative market solutions to social and environmental challenges. One of the first fruits of the effort is 1BOG, a community-based program that organizes residents locally to negotiate group discounts from companies that install solar-energy panels. Says Schulkin: "What's good for activism is also good for business." Carrots are looking greener every...
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