Company: Ecosia
Interviewee: Génica Schäfgen, Regional Lead for France and Germany
Website: https://www.ecosia.org/
Ecosia: A Search Engine Rooted in Climate Action
What if every web search could be an act of climate action? Ecosia, the green search engine founded in 2009 by Christian Kroll, has turned that idea into a global movement—one that’s already planted over 230 million trees worldwide. Operating as a not-for-profit and steward-owned company, Ecosia reinvests 100% of its profits into fighting climate change and restoring ecosystems. But their mission goes far beyond planting trees—it’s about empowering people, protecting privacy, and reshaping what ethical tech can look like.
Not Just Another Search Engine
Ecosia was never meant to be “just another search engine.” As Génica explained, “We weren’t founded because the world needed another way to search the web—but because we needed a new way to contribute to solving the climate crisis.”
Since its founding, Ecosia has planted more than 230 million trees around the world—from the Sahel and the Amazon to southern Europe—always in partnership with local communities. These trees restore ecosystems, support biodiversity, improve soil and water retention, and provide sustainable livelihoods.
But it’s not just about trees. Ecosia puts people—especially those most affected by climate change—at the heart of its work. “We collaborate directly with local groups who are already impacted by droughts, heat, and floods. They are the ones leading restoration efforts, and we work alongside them,” Génica shared.
“We collaborate directly with local groups who are already impacted by droughts, heat, and floods.“
Ecosia’s approach is deeply ethical and human-centered—by design and by legal structure. The company is steward-owned, meaning it can’t be sold, and its profits are permanently committed to climate action.
Ecosia also makes deliberate choices that prioritize ethics over growth. “We don’t collect user data. That makes it harder for us to re-engage churned users or personalize ads, but we accept that. It’s more important to protect privacy than to optimize marketing,” Génica said.
To build trust, Ecosia relies on radical transparency. Every month, they publish their financial reports, clearly showing how much revenue was generated and exactly how it was used—something virtually unheard of in the tech sector.
Ethical Tech in a Competitive World
Operating in a market dominated by Google, Microsoft, and other data-heavy platforms isn’t easy. But Ecosia sees its values as its competitive edge, not a limitation. “We’re very aware that we’re up against giants,” Génica noted. “But our users choose Ecosia because they care. And we work hard to earn and keep their trust.”
User feedback plays an important role in shaping Ecosia’s product. While they avoid invasive tracking, they regularly invite users to take part in voluntary surveys—gathering insights on values, needs, and experiences that inform their design and development process.
Collaboration Over Competition
Beyond the search bar, Ecosia is driving change at a systemic level. Recently, they joined forces with French search engine Qwant to create the first European search index—a bold move to support digital sovereignty and offer a viable, values-based alternative to U.S. tech monopolies.
In the field, Ecosia’s partnerships are equally meaningful. They work closely with local experts to ensure that every tree planted is ecologically appropriate and socially beneficial. Their work helped develop the first-ever biodiversity standard for tree planting, setting a new benchmark for the sector.
Lessons Learned and Looking Ahead
Ecosia’s early days were met with skepticism—why create a new search engine when Google already existed? “People thought it was a stupid idea,” Génica recalled. “But we believed in it. That belief, combined with commitment and values, carried us through.”
One lesson she highlighted: Don’t stay in your bubble. Ecosia’s success came in part from reaching outside the usual ethical-tech community and engaging supporters from other fields—seasoned investors, tech leaders, and climate advocates who brought fresh networks and perspectives.
Looking forward, Ecosia is preparing to navigate the AI-driven transformation of the internet. “The market is changing fast. We need to keep pace with AI and new technologies—but do so without compromising our values. That’s the balance we’re working on right now,” she said.
230 Million Trees—and Counting
For Ecosia, success is measured not in clicks or revenue, but in impact. The number of trees planted—and the communities transformed—remain the company’s most important Key Performance Indicator. “Behind every tree is a story,” Génica reminded us. “Of clean water returning, of food security improving, of children growing up with shade. That’s what matters most to us.”
“Behind every tree is a story,” Génica reminded us. “Of clean water returning, of food security improving, of children growing up with shade. That’s what matters most to us.”
