Hundreds of hipsters, creatives and neighborhood folk lined up one
recent spring Saturday afternoon outside K&D Market in San
Francisco's Mission district where 16th meets Guerrero. They were there
to test an idea: Could a swarm of targeted spending prod one local
business into making concrete steps towards going green? Could
activists work cooperatively with business to encourage intelligent
upgrades, such as the switch to an Energy Star cooler, or the use of a
skylight to reduce electricity dependence?
It's an idea called Carrotmob, and it's the brainchild of Brent Schulkin. Schulkin, whose day job involves running high-tech "corporate play" events,
wanted to find a way to leverage the might of business to address the
climate crisis. His idea was simple: Let a business know which
proactive green steps to take, then reward their progressive actions
with business--and lots of it.