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Carrotmob is a community action initiative to encourage local businesses to adopt sustainable practices and sell sustainable goods.

The "carrot" is for consumers to buy from the shop in reward for the shop operators making commitments to improve their sustainable practices.

Carrotmob is a type of consumer activism in which businesses compete at how socially responsible they can be, and then a network of consumers spends money to support whichever business makes the strongest offer. Consumer power is harnessed to make it possible for the most socially-responsible business practices to also be the most profitable choices. It’s the opposite of a boycott.

It’s easier to understand if you look at an example. In the first ever Carrotmob event, a liquor store agreed to invest in upgrades that made their store more energy-efficient. In exchange, hundreds of Carrotmobbers showed up at once to support the winning store.

With over 50 events worldwide, this model is proven to work on a small scale. Carrotmob intends to grow its network until they can apply the same method to large companies. Towards that end, Carrotmob is currently incorporating into a new non-profit, building a team, and raising money to support a large expansion.

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