SIGNAL: Carrotmob is an initiative, which could become a globally spreading use pattern. Like in the collective activity of flash mobs people organize in the real world. But not for fun but for a strategic cause – to reward the local shop with the most environment friendly politics.

CONTEXT/PRECURSOR: Consumers know that their shopping behavior is a weapon. Aware consumers use “shop mobs” to lower the price.

We have heard about shop mobs in 2006:

Tuangou, or team buying, aims to drive unprecedented bargains by combining the reach of the internet with the power of the mob. It is spreading through China like wildfire. Economist

On the socio-technical side there is the behavior pattern of flash mobs since 2003 (Wikipedia), enabled by networked people. Flash mobs have started as a kind of rather dadaistic fun thing.

CARROTMOB

Frank Huber now pointed to the phenomenon of carrotmob – mob action with a strategic goal.

Carrotmob organizes consumers to make purchases that give financial rewards to those companies who agree to make environmentally friendly choices. carrotmob.org

Formula: Carrotmob = smart mob + real world + crowd wisdom for a cause

RELEVANCE: POSITIVE SHOPPING

Carrotmob could be a weak signal for a new wave of self-aware consumer power. But not with the negative instrument of boycott, but with the reward of increased revenue for the “good guys”. I simply would call it “Positive Shopping” (let’s build that brand – contact me!).

The team has done a serious analysis and they are smart to base their thing on the existing network power of Facebook, Myspace and Twitter. Are you still in doubt to join the consumer army? Go ahead – read the list of the “brain trust” at carrotmob.org. Register now and spread the virus!

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