Carrotmob is a non-profit organization that has been created by a guy called Brent Schulkin in San Fransisco. Its only purpose is to improve the world by helping companies embrace socially responsible choices. The primary focus being the environment.

Photo: Founder Brent Schulkin, an aspiring Renaissance Man.

The idea of Carrotmob rests on the notion that the companies won’t be able to resist the profits they bring.

Carrotmob recognizes that companies must make a profit and that is their top priority. Historically, this fact has meant that the environment has suffered, since companies have made more money by harming the planet. Carrotmob will put rewards in place that will make environmental responsibility the more profitable choice and do what Carrotmob wants, not because of negative pressure, or morality, or a boycott, or a petition… What they need is a big juicy carrot.

This is how it works in real life:

Carrotmob creates a large network of consumers. They form partnerships with other larger advocacy groups to use their research and infrastructure. Together they will identify opportunities for improving corporate behavior.

For example, let’s say there’s an environmentally harmful chemical in common brands of soap. Carrotmob then would approach several competing soap companies an explain the problem, to see which of them is willing to eliminate the harmful chemical. They will bid for support. Each company will raise the bar with how much good they are willing to do. Perhaps Company X pledges to remove the chemical. Then Company Y pledges to remove the chemical and reduce factory emissions 20%. And so on. The bigger the network, the further they will be willing to go. Carrotmob accepts the best offer. Company Y agrees to take the steps that are wanted, and then the network make it worth their while with a carrot: Everyone in the network buys millions of dollars worth of their soap, and in the process Company Y gains a wealth of reputation capital as well. The most responsible business decision also gets the most profit.

Consumer democracy using the language of businesses - profit!

Read more about Carrotmob here and their first and very successful stunt.

Photos: From the first Carrotmob campaign in San Fransisco, April 2008.