Everyone needs to buy things. But we tend not to spend our money in a way that is both collective and socially conscious. So Carrotmob, a new environmental advocacy group, had an idea: what if those seeking the same kind of product got together, pooled their dollars, and used them to collectively support local companies that were also doing the most for the environment? Watch what happened when Carrotmob pulled a big crowd together to spend a lot of money at the local liquor store with the strongest environmental commitment. If we live our values, business can--and does--listen.