A global grassroots movement is demonstrating that reward, rather than punishment, is a powerful tool in improving sustainable practices within Australian businesses. Youna Angevin-Castro finds out more.

Its just before 10 o’clock in the morning on a rainy Saturday in Melbourne, and a large group of people are gathering outside the Albion Budget Supermarket, an independent  grocery store in the inner city suburb of Brunswick, west of the central business district. While the crowds may seem a little larger than one would expect for a local store, the scene would not be too unusual, were it not for the girl dressed in a bright orange carrot costume at the front of the store. This store is about to be carrotmobbed.

Coined in 2008, the term ‘carrotmob’ describes a global grassroots movement that aims to empower people to use their influence in commerce to advance sustainability. The name is derived from the notion that greater success can be achieved by ‘dangling a carrot’ in front of businesses, than wielding a stick to enforce change.

[pullquote]We are asking people to put their collective consumer power to good use by supporting businesses that are committed to making changes.[/pullquote]

“You can think of a carrotmob as being the opposite of a boycott,” Helen Barclay, organiser of Carrotmob Melbourne said.

“Instead of punishing businesses that don’t change their practices, we’re rewarding businesses who demonstrate a commitment to going green by bringing them more customers. It’s really a win-win situation for all involved,” Ms Barclay said

The very first carrot mob event was held in San Francisco in March 2008. Since then, over 100 carrotmob events have been held across the globe, organised by a network of volunteers committed to creating change within their own communities.

“We’re not promoting or encouraging consumerism, because we’re not asking people to buy things that they wouldn’t normally buy, but we are asking people to put their collective consumer power to good use by supporting businesses that are committed to making changes,” Ms Barclay said.

The Brunswick event is the second carrotmob event to be held in Melbourne, and the third event across Australia. But despite being a relatively new concept to our shores, community response has been positive. The Brunswick event attracted over 100 shoppers, more than doubling the store’s average Saturday sales in just four hours. The store’s owner, Medhat Ghaly, has committed 50 per cent of sales revenue from the event – a total of $700 – to make green improvements to his business.

[pullquote]One of the things that makes the carrotmob so attractive is the fact that it makes so much sense from a business perspective.[/pullquote]

“When we heard about this great idea we jumped at the chance to be involved,” Mr Ghaly said.

“One of our biggest overheads is electricity, so our pledge is to contribute half of our sales revenue from the mob towards improvements such as buying more energy efficient fluorescent light tubes.”

Carrotmob works closely with partner organisations, such as Moreland Energy Foundation, to ensure that participating businesses are able to access the best advice for greening their businesses.

“Part of the work we do is about educating business owners, and helping identify the best way to improve their businesses, whether that means switching to green energy, or finding ways to reduce energy use, or even stocking products such as fairtrade coffee,” Ms Barclay said.

As a business graduate, Ms Barclay believes that one of the greatest strengths of the carrotmob concept is that it makes good business sense.

“One of the things that makes the carrotmob so attractive is the fact that it makes so much sense from a business perspective. It speaks a business language, and transforms sustainable practices from being some kind of underground hippy thing, to something which has a real impact on the bottom line,” she said.

For more information about the Carrotmob movement, visit the global website www.carrotmob.org

To find out more about Carrotmob Melbourne, contact Helen Barclay or Ying Hu.
Email: Carrotmobmelbourne@gmail.com

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About the author

Youna Angevin-Castro

2 Comments for The rise of the Carrotmob

Peita Gardiman

I LOVE this idea! The smallest things can make the biggest difference and ethical consumerism is all about exercising the power of your money to drive forward positive change.