In August 09 I’ve initiated and organised the first Carrotmob in Switzerland. A Carrotmob is a form of consumer activism in which businesses compete at how socially and environmentally responsible they can be. Through social media organisers establish a network of consumers which spends money to support whichever business makes the strongest offer. A carrotmob harnesses consumer power 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.

40% less electricity, 20% more light

In our event in Basel, Switzerland, the corner shop “Alban Market” agreed to invest 50% of the daily revenue in upgrades that made their store more energy-efficient. In exchange, roughly 400 of Carrotmobbers (=additional customers) showed up and did their grocery shopping. The total turnover of the day was 7′028.- Swiss Francs (about USD 6,500). The resulted capital of CHF 3514.- was invest in new lighting which uses 40% less electricity and provides 20% more light. With the US background that Carrotmob has, this one turned out to be very Swiss: a little less show and entertainment but a Carrotmob that counts in terms of the Swiss Franc.

I’m with Einstein

With over 50 events worldwide, this model can be considered to be proven to work on a small scale. The promoters in the US now strive to grow the network until the same method can be applied to large companies. Although it was fun, an experience worthwhile and a good example of how to bring the virtual into the real, I believe it’s too much effort (for the organisers) for too little impact. Meanwhile, I’m with Einstein and I don’t believe that we can solve our current planetary problems with the thinking that created it. Can a growing economy ever become resilient to unpredictable future changes? Nevertheless, a Carrotmob is better than doing nothing for sure!