Greentech Lead U.S: Carrotmob, an advocacy group
dedicated to organizing consumer spending to influence businesses’ impacts on
social and environmental issues, has partnered with global consumer products
major Unilever.
Through this partnership, the companies will explore and
develop innovative participatory campaigns with Unilever. Over the next year,
the two organizations will work together to develop means to implement
Carrotmob’s innovative advocacy model in which a group of consumers offers to
spend money to support a business, and in return, the business agrees to make a
social or environmental improvement the consumers care about.
The partnership represents a new step forward in
cause-based marketing, allowing for the co-creation of sustainability
campaigns. Carrotmob will work with Unilever to develop campaigns that deepen
consumer engagement, generate brand loyalty based on values, and redefine
global sustainability.
“Unilever, the third largest consumer packaged goods
company in the world, has taken notice of this growing movement,” said Brent
Schulkin, founder of Carrotmob. “The Carrotmob model which allows consumers to
vote with their money has been successful with small businesses for years. Now
with a global company like Unilever, we have the opportunity to make a
large-scale impact.”
“At Unilever, many of us practice this mantra ‘small
actions make a big difference,’ and that is exactly what Carrotmob consumers
are about,” said Lou Paik, the West Division Shopper marketing manager for
Unilever.
“Supporting products and businesses that do the right
thing creates a climate for change. We are exploring opportunities like this
with Carrotmob to bring retail marketing programs to our customers that no one
has seen before,” Paik added.