Commerce students organize reverse boycott for sustainability

Peter B. Gustavson School of Business

Green consumers around the world have been using a reverse boycott approach, heralded as “activism 2.0,” to help businesses make environmental improvements in their business. This movement is called Carrotmob (, and it’s coming to Victoria this month, thanks to the UVic Commerce Sustainability Club—a group of business students interested in affecting change by mobilizing consumer power to encourage businesses to become more sustainable.

Through an organized bidding process, Wannawafel, a family-run Belgian waffle business in Victoria’s Market Square, won the right to be mobbed by consumers for four hours on March 12. During that time, hundreds of consumers will be heading down to Wannawafel to buy, buy, buy. In return, owners Renaat and Krista have pledged 100 per cent of that day’s revenue will be used to make environmentally friendly improvements in their establishment under the guidance of Smallfeet Inc.

“I can tell this is going to be huge,” proclaims John Bayley, third-year commerce student and lead organizer of the event. “There will be prizes, music, entertainment and some very tasty eco-friendly waffles.”

More information:, call 250-516-5828 or email

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Keywords: students, organize, reverse, boycott

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