I generally associate the word ‘mob’ with negative things. Some would suggest this is intentional as the forces of ‘order’ strive to imprint negative associations to people gathering. Ah, that’s a topic for another day. To my post now, though, I am exposed to the term ‘mob’ more often, and am gradually lessoning the imagery of badness I get from the work.

To that point, I bring you Carrotmob.

“Carrotmob organizes consumers to make purchases, rewarding companies who make environmentally friendly choices”

Check out their mission statement and the results of their first event.

I think this is a great way to raise awareness. Working within the system, using the system, playing the system… choose your line… works. You can protest consumerism, capitalism, etc. all you want, but that does not change the fact that these are FORCES. They are not people, entities, corporations, governments… they are forces that other have tapped into for their own ends. And thus they can be used to good, bad, and anything in between.

These guys put something together that seems to provide a net benefit to just about everyone involved. I am sure some poor sucker had to wait in line for an hour longer than usual to pick up their weekend booze at the usual store, but that’s not a great inconvenience. Maybe traffic was bad in the area, too. But it would cause people to take notice that there was an event going on, and hopefully check into the situation and thus become INFORMED of the cause. I think there are a lot of people that will take a lock at the placards and maybe try to catch what slogans are being chanted, but I bet people are a lot more curious when they see a long line of enthusiastic, POSITIVE people at an ordinary looking store.

Read the carrotmob explanation. They do a good job of explaining their goals and approaches.