Green Biz: What's a Carrotmob?
Carrotmob creator Brent Schulkin believes consumers can employ "organized spending" to influence business practices. He approached 23 San Francisco liquor store owners with a proposal: Using the Internet, personal contacts, and publicity outlets, he'd rally a burst of customers to the store that pledged to divert the largest percentage of a day's profits toward ecofriendly improvements. K&D won, with a promise of 22 percent.
The store grossed almost $10,000 in three hours, more than five times its typical single-day revenue. True to their word, the owners overhauled the lighting system and replaced refrigerator gaskets.
Since then, dozens of Carrotmobs have played out at nightclubs, cafes, and grocery stores across the U.S., Canada, and Europe. Schulkin plans to spread the movement to mass-market corporations by influencing large-scale consumer choice.