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Using carrots, not sticks, to get companies to do good

If you want to get an uncooperative donkey to move, the old adage says that you can coax it with a carrot. This philosophy is at the heart of Carrotmob, a San Francisco-based movement that’s reinventing the time-honored protest technique of the boycott. Carrotmob works like a boycott in reverse, providing incentive — the “carrots” — to businesses in exchange for reform.

As part of our Agents of Change series, Need to Know talks to Brent Schulkin, the brainchild behind Carrotmob, about how he’s growing this new model of protest into a global movement.

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