Do you want to feel like a conscious consumer for just one day of the month? Missed the rave flash mobs and felt left out? Then carrot mobbing could be for you. A carrot mob is a flash mob spending money in a store that has promised to spend a certain percentage of its revenue over a limited time frame on environmental causes. The Guardian science team recently covered such an event in their weekly podcast, held at a mini mart in Covent Garden.
I imagine that few of the shoppers in the Covent Garden area that evening live in that area. They probably travelled from all over London after reading about the event on the internet. I think their time travelling to the store and buying goods they did not need or would not usually buy(this is spurious, I admit, but I would imagine that a mini mart sells heavily packaged, imported goods that need constant refrigeration – see next paragraph) was just a waste when you see how little they achieved.
Secondly, the organizers said they planned to hire ‘environmental assessors’ to help the store spend the money effectively. Whoever invested in this should honestly take their money back - it was reported that the store wanted to buy a new, more efficient refrigeration system, which is fine, but I doubt they need an environmental assessor to help them understand the energy efficiency ratings on their cooling appliances. To my knowledge, a five year old child could understand the European Energy Label, which is even colour coded. (Red = bad, green = well, green).
The organizers claimed that they wanted a ‘carrot’ approach to environmental projects, and what they should see is that the world has developed in an unsustainable way because humans have been too lazy and obsessed with our own progression to give a hell about anything else. The way this project has developed, however, is to take the environmental out of environmental projects, leaving, well, a flash mob in a supermarket.
I don’t want you to think I am against the idea of environmental projects – far from it. The problem lies in the fact that although this idea is harmless and inoffensive, it isn’t very good. These people could be using their time, effort and money in far more effective ways, supporting local businesses and energy efficiency projects. This is an environmental gimmick, made to make people feel better about themselves. It won’t effect any real, measureable change
In the words of the president-elect (and I know this has been over quoted and is out of fashion now, but I think it’s particularly apt) “Well, the truth is, Brian, we can’t solve global warming because I f—ing changed light bulbs in my house. It’s because of something collective.” I know that responses to this will claim that flash mobbing IS collective, and yes, to a certain extent, it is a group of people getting together to try and achieve something, but I think that pales into insignificance when you realize that Obama’s meaning is that he alone, or a group of thirty individuals shopping at a particular mini mart in Covent Garden one evening, can’t stop climate change. There are bigger and more important fish out there to fry.