Unilever partners with Carrotmob to generate better sustainability with consumers

The saying “consumers vote with their dollars” is truer than ever these days. Manufacturers pay a great deal of attention to how and where consumers spend their hard-earned money and fine tune their products and marketing campaigns to meet their needs.

Unilever – a global consumer goods manufacturer – is deeply aware of this and recently partnered with non-profit Carrotmob to create sustainability campaigns that will attract green-minded consumers.

Carrotmob uses a “carrot” rather than a “stick” approach with its campaigns. It offers consumers the opportunity to spend money to support a company or business and, in return, the business agrees to make a beneficial social or environmental improvement.

In 2008, at Carrotmob’s first event, a San Francisco liquor store agreed that if consumers came and spent money, it would invest 22 percent of all revenue into energy efficient upgrades. Four hundred people showed up and spent $9,277. This raised enough money to completely retrofit the store’s lighting system, creating an energy demand savings of about .887 kW.

More than 200 Carrotmob campaigns in more than 20 countries have taken place since then.

The two companies will work together to develop successful campaigns that support Unilever’s Sustainable Living Plan and increase brand loyalty based on Unilever’s pledges. Unilever says the partnership is an opportunity to educate and gain new consumers by giving them a voice in its sustainability efforts.

By partnering with Carrotmob and other companies, it plans to move closer towards its goal to halve its environmental impact while doubling its size. The goal includes reducing by 50 percent the company’s greenhouse gas emissions, water and waste used by the company in its direct operations and to sustainably source all agricultural products by 2020. It seems they’re definitely headed in the right direction.

One Response

  1. What a great idea … a program which gives companies and even great incentive to “go green”. Brilliant! And for consumers, a way to truly see how voting with our dollars works. By the way … congratulations on being voted one of the Top Green Online Influencers of 2012. 🙂

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