Fulfilling the societal potential Brand Republic's Rory Sutherland talks of while rejecting the weapons of Naomi Klein's noughties activism – propaganda, protests, lawsuits and boycotts – in favour of coaxing reform of vendor behaviour positively with financial reward and improved reputation, Carrotmob are re-enforcing the most basic rule of the market: that the market holds the force.
The collective support of outlets that apply previously agreed-upon changes to social and environmental working practices and procedures is achieved through none other than the materialist's favourite pastime – shopping.
At a supermarket aisle near you soon.
