Carrotmob
The carrot mob is a special form of the smart mob . Via the communication channels that flash and smart mobs use, supporters are called upon to shop with a selected shopkeeper within a fixed period of time. This shop owner has previously declared his willingness to invest a fixed part of his turnover, which he generates as part of the carrot mob, in a climate-friendly renovation of his shop.
Origin of the term
The term carrotmob is derived from the ability to motivate a donkey by allowing him a carrot before the nose stops ( English idiom: carrot and stick , translated carrot and stick ). Traditional forms of consumer activity are more based on the principle of punishment (e.g. consumer boycott ). The carrot mob is a form of the so-called buycott and tries to move companies to the desired behavior on a positive path. "We are giving the economy the carrot," said Brad Burton, US co-initiator of the now globally active carrot mob movement, "and it is making progress, is changing."
Previous carrot mobs
A first carrot mob took place in March 2008 in San Francisco . The initiator, Brent Schulkin, visited 23 shops and told each owner that he was starting a network of consumers and that they all came to spend a lot of money in a local shop. Only in which, that is open. Because that depends on one question: who is willing to do the most for the environment?
“A kind of auction is starting,” said the taz in its report on the carrot mob in San Francisco. “The shopkeepers have to explain how much of the money the carrot mob spends on them, into a climate-friendly renovation. One says: 10 percent of sales, the other: 17. The winner is a small grocery store, the K&D Market: Owner David Lee offered 22 percent. Schulkin organizes buyers for a Saturday morning via the Internet, via Facebook , Twitter and Myspace , by e-mail and via a Carrotmob video channel. Hundreds of people come and buy wine, chips, and cat litter. On a normal day, Lee earns US $ 2,000, in just four hours of happening it was $ 9,400. "
In Germany there have been carrot mobs in Hamburg , Cologne , Berlin , Munich , Dresden , Bonn and Bielefeld, among others .
Further developments of the concept
The Munich environmental organization Green City eV further developed the Carrotmob concept into an environmental education project for schools in 2010. Under the name "Carrotmob macht Schule", children and young people organize a Carrotmob together with their teachers and learn about climate protection in a playful way and how they can successfully organize their own event. Since then, “Carrotmob macht Schule” has taken place in several cities in German-speaking countries, including Munich, Basel, Augsburg and Bad Münstereifel.
literature
- Stefan Hoffmann, Katharina Hutter: Carrotmob as a New Form of Ethical Consumption. The Nature of the Concept and Avenues for Future Research. In: Journal of Consumer Policy. 2011.
Web links
- Information page carrotmob of Greenpeace
- Carrotmob Academy offers support in the implementation of Carrotmobs with workshops, information material and multiplier training
Individual evidence
- ↑ Schott's Vocab: Carrotmob. In: New York Times. May 19, 2009.
- ^ Stefan Hoffmann, Katharina Hutter: Carrotmob as a New Form of Ethical Consumption. The Nature of the Concept and Avenues for Future Research . In: Journal of Consumer Policy . 2011. doi : 10.1007 / s10603-011-9185-2 .
- ↑ Isabel Ermer: Shopping for the Environment. ( Memento of the original from December 25, 2009 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. to: rheinraum-online. October 9, 2009.
- ↑ Policy with a full shopping cart. In: taz . October 20, 2009.
- ↑ www.greencity.de - Carrotmob goes to school ( Memento of the original from November 15, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ http://www.wochenanzeiger.de/article/100760.html
- ↑ http://www.onlinereports.ch/News.99+M50506842c3b.0.html
- ↑ www.prima-klima-augsburg.de - Carrotmob goes to school ( Memento of the original from November 2, 2013 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ http://www.rundschau-online.de/euskirchen/-carrotmob--im-kiosk--shoppen-fuers-klima--am-freitag,15185862,15249374.html
