Shoppers, Unite! Carrotmobs Are Cooler than Boycotts

Forget sticks, and stick with carrots instead. So says Brent Schulkin, founder of a fledgling movement of activist consumers employing a kind of reverse boycott that he calls a Carrotmob. The concept is simple: instead of steering clear of environmentally backward stores, why not reward businesses with mass purchases if they promise to use some of the money to get greener?

"Traditional activism revolves around conflict," says Schulkin, 28, a San Francisco–based activist turned entrepreneur. "Boycotting, protesting, lawsuits — it's about going into attack mode," says the former Googler and onetime game developer. "What's unique about a Carrotmob is that there are no enemies." The focus is on positive cooperation, using the power of the casual consumer to help save the planet.