Joycott fosters community support for local businesses

Have you ever heard of a joycott? Yes, that's right. A JOYcott. Think of the polar opposite of a boycott. That's a joycott. Instead of not supporting a business or purchasing a product because the business is doing something you don't like, you support them because they are in line with your values. A little positive reinforcement is a good thing!

In Portland, ME, a fun buzzword and the intention to bring a community together were the grounds to sow a great event last weekend. Portland Green Drinks organized the Joycott held at the Public Market House on Congress Street. The event yielded double the usual amount of sales for the involved businesses after they pledged to reinvest 51% of the day's profits into energy efficiency improvements in the space.

Local bluegrass band entertains Joycott participants
Photo credit Jason Sandifer/ emilie inc. photography

I asked lead organizer, Sean Sullivan, whether this event brought a significant number of new customers into the venue. "The morning was regulars," he said, "lunchtime was everyone’s excuse to come out, and lots of new folks came through." With fun events like wine tasting and jazz and then beer tasting and bluegrass, there was something for all involved. The Market was festively decorated with balloons and there were tables of activities for children. Community members of all ages came out. Sullivan observed a lot of young couples with children, empty-nester couples and a good showing of 20-somethings. He commented that he felt the event bridged generation gaps and that "a lot of people saw the value in it."

Photo booths are always fun to have at events!
Photo Credit Maine Snapshot Studio

Decorate you own sugar cookie table
Photo credit Jason Sandifer/ emilie inc. photography

After coming up with the idea for the joycott, Portland Green Drinks solicited several markets in town. The Green Drinks crew wanted to focus the joycott on a business where people would already purchase products on a week-to-week basis, so they reached out to markets that sold food along with drinks. Nearly a dozen markets were approached and asked what percent of profits they would reinvest if they hosted the joycott. The rules were simple: whoever offered to reinvest the greatest percentage of profits would win the bid and be the first joycott target.

The Public Market House did just that with their 51% pledge. They were a great partner for the Joycott, especially since their mission aligns well with Portland Green Drinks. Their goal is to provide a "community gathering place that celebrates Maine people, food and agricultural traditions while joining the ongoing efforts to revitalize Portland’s downtown, incubating small businesses and involving the international community." They offer a community commercial kitchen in the basement during the summer and commit to buy local.

Post-Joycott, the businesses in the Public Market House have $1,888 to spend on energy efficiency upgrades. Portland Green Drinks is footing the cost for the businesses to get an energy audit to determine how the money will be best spent. Sullivan says the businesses are looking forward to it. "It’s an opportunity for them to create a long term conversation with their customers, while also saving some money on energy bills."

When asked about the impact on the community, Sullivan replied, "the success of the event illustrates that people want to support a business that aligns with their own personal values. When there's an opportunity to contribute to a greater goal, people seize that opportunity. My hope is that it helped people realize that the business and the environment don’t need to be opposing forces. If you have a goal there’s always a way."

A Laughter Party ensues
Photo credit Jason Sandifer/ emilie inc. photography

Sullivan says that he is most excited about "continuing to come up with creative ways to leverage the community we’ve built around a common interest in environmental issues. We’ve got this community and the networking day to day, but if we can find a way to direct energy and enthusiasm towards something specific, that’s valuable."

With so many fun ways to generate community support, it will be great to see what the Portland Green Drinks Team comes up with next. Find out about upcoming events on Portland Green Drinks' Facebook page.

Personally, I think this model has great potential for growth and supporting local communities. Congratulations to the Portland Green Drinks and the Public Market House for their success!