The opposite of a boycott


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About the project Edit

Founded by 27-year-old Brent Schulkin, a former employee of Google, Carrotmob is a new approach to activism that relies on the consumer's ability to chose the most socially responsible, as well as, the most profitable business practices. Companies are entered into a competition with one another where a large group of consumers will buy products from the company, which they believe has taken the strongest action to improve the world. This is the opposite of a boycott. The slogan: put down the stick and dangle the carrot.

A carrotmob can be seen as an exchange of good practices: "carrotmob" organizers meet a group of people through social networks like Facebook, and schedule them with an appointment to see a shopkeeper on a specific date, so that all participants can make their purchases. For example, at the first Carrotmob event in March of 2008 in San Francisco, a liquor store agreed to invest in work that would make his store more energy efficient. In exchange, hundreds of Carrotmobbers came to show their support for this initiative by buying products in his store.


In what ways is this project unique and creative? Edit

The carrotmob is a creative experience given the fact that unlike all the traditional methods of activism (protests, demonstrations, boycotts, letters to MPs), it incorporates the need for tangible results. Instead of going after the companies where it wants to see changes, Carrotmob associates itself to them in some way. If companies do not agree to make significant improvements to their business, there will be no campaign support for those companies. On the other hand, once a company realizes that a Carrotmob campaign will be profitable and begins to make real changes by agreeing to invest a portion of their profits in socially and environmentally responsible changes to their business, they become a partner.

What is the social value of this project? Edit

The added social value lies in the actions carried out by companies that partner with Carrotmob.

What is the potential of this project to expand and develop? Edit

Since 2008, the movement has grown around the world. Carrotmob is now active in 8 countries spread across 3 continents - North America, Europe and Australia. The only glitch: some activists have raised the concern that a lot of purchases are needed to finance small changes that should be implemented by companies with neither carrot nor stick!

What was the triggering factor of this project? Edit

What is the business model of this project? Edit

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