Carrotmob is a social venture organization that harnesses the influence of consumers on sustainable consumption. Carrotmob organizes crowdsourced “buycotts,” in which consumers use their purchasing power to push businesses to be more sustainable. Now Carrotmob is joining forces with Unilever, one of the world’s largest consumer packaged goods companies.
Brent Schulkin, the founder of Carrotmob staged his first campaign in 2008, with a small liquor store in San Francisco that installed energy-efficient lighting. Most recently Carrotmob worked with Thanksgiving to develop a campaign to help finance wind powered transportation of coffee.
Over the last four years Carrotmob has been part of more than 250 campaigns in 20 countries with small and medium-sized businesses. Their new partnership with Unilever is part of their efforts to scale up their operations to include bigger companies.
Carrotmob consumers around the world will determine what action they would like to see from Unilever. Within a year the first campaign will decide the products they want to support, the actions which will be taken and sales goals.
With campaigns that create emotional bonds and cultivate authentic relationships, Carrotmobs may well be the future of cause marketing.
© 2012, Richard Matthews. All rights reserved.
Related Articles
Carrotmobs: Adding Incentives to the Consumer Arsenal
The World’s First Global Carrotmob Campaign
Educating Consumers about Sustainable Consumption
Profiting From the New Rules of Green Marketing
The Revolutionary New Model of Consumption
The Frugal Green Consumer
Sustainability is the Future of Consumption
The War Between the Earth’s Carrying Capacity and Rising Demand
US Environmental Attitudes 2007 – 2020
Consumers Skeptical of Environmental Claims
Surveys of America’s Greenest Brands
Don’t Count on the Young to Save the Planet
The Power of Social Media and the Importance of Market Segmentation
The Cycle of Climate Change Acceptance
US Consumer Attitudes on Green 2011
Consumer Groups Push for a US Vehicle Efficiency Standard
Consumer Demand for Green (2009)
Green’s Coming of Age
Green Opportunities in Volatile Times
Consumers Continue to Embrace the Burgeoning Green Market
People Remain Loyal to Green Even in an Economic Downturn
Green Consumers Really Can Save the World (Video)
