Carrotmob. Using carrots instead of sticks via flashmob 2.0

Image via Wikipedia

Are you the carrot or the stick type?

As the old story goes, there are a couple of ways to make a stubborn donkey get a move on…either beat it mercilessly with a stick or dangle a juicy carrot out in front of its mouth. (Carrotmob FAQs)

So, if an activist group wants to get businesses interested in making positive change…what method should they use in 2009?

Using a flashmob 2.0 activist concept, Carrotmobbers believe that they can get businesses to make positive changes by offering them profits (carrots) instead of sticks.

Carrotmobs

Carrotmobs are mass shopping sprees at “chosen” businesses.  In return for a huge spike in footfall and revenue from Carrotmob shoppers, selected businesses donate a portion of their proceeds toward energy-saving upgrades in their store(s).

A win/win

Carrotmobbed businesses win via the big jump in retail sales–something that they would normally only see during key consumption periods (Xmas, Fathers Day, whatever).  Businesses (presumably) also get the opportunity to lure new target groups (green & trendy types) into their stores.  These new shoppers could form a bond with the business that they helped to “make green,” and ultimately become return shoppers.  Carrotmobbers participating in the event also benefit; they get the psychological boost of having done something good for their community over the weekend.  And, though I have never been to an event, I would guess that a Carrotmob is a great community networking opportunity for participants.

In the end, a Carrotmob is a great way to get consumers engaged…it helps them see first hand how powerful their purchasing habits can drive change if directed toward a positive end (see this recent m-cause article).

l like the fact that Carrotmobs are looking to move beyond negative, “anti” consumer activism.  “Anti” activists can tend to focus too much on the “stick” (boycotts, protests, etc.).  We obviously need both (carrot & stick) to drive change…but all too often the stick is the default option.  Also, I think it is great to see the Flashmob concept getting used for something positive (we are seeing this more & more).  Finally, the video on the Carrotmob.org homepage just works…it pulls the web surfer immediately into the concept in a fun way.

P.S.  The Carrotmob is actually a project from Virgance–a new social business that looking to promote world-changing activism campaigns.  These guys look like they are onto something…i’ll look forward to hearing more from them.

Here is another great article on the concept…Ready, Set. Shop

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