German search engine Ecosia is partnering with ecommerce giants on a shopping feature that spotlights green products. Launched in 2009, the eco-first search engine was founded on the premise of using ad revenue for reforestation. With its new shopping feature, the company will filter green alternatives on the top 20 product categories—including backpacks, clothing, and sportswear—on sites such as Amazon, Kelkoo, and Idealo, while using income from the affiliate links to plant even more trees. Gen Z and Millennials’ climate anxiety has prompted them to find ways to live an eco-friendly lifestyle for a while now, and YPulse research shows that 70% of 13-39-year-olds in the U.S. have changed some element of their behavior to become more environment-friendly. Meanwhile, a recent Deloitte survey found that 35% of young consumers in the U.K. make a point to buy from sustainable brands. Knowing that “the big challenge is to get people to break their shopping habits,” Ecosia hopes it can encourage young consumers to opt for eco-friendly alternatives. (The Independent)
