Switching search engines isn’t something most people think about. For many, “searching the web” has simply become “Googling,” a habit formed years ago and rarely questioned. But Ecosia, the Berlin-based search engine that invests 100% of its profits into climate action, is challenging that default.
In a conversation for Wire Uncut, Ecosia’s Genica Schäffgen explained why changing digital habits is difficult, how the company combats skepticism, and why Europe urgently needs sovereign alternatives in search.
Ecosia’s founding story is rooted in a moment of clarity. While traveling, founder Christian Kroll saw two parallel realities: enormous wealth created by search engines, and enormous social and ecological injustice around the world. The connection was obvious — and led to Ecosia’s mission of redirecting search profits toward climate action.
The model remains intentionally simple. Ecosia runs ads like any other search engine; when users click, revenue is generated. Instead of flowing to shareholders, the profits fund long-term tree-planting and biodiversity projects around the world. Since 2009, Ecosia has planted hundreds of millions of trees, counting only those that survive and grow into healthy forests. The company works with local communities to ensure ecological and social value far beyond symbolic green marketing.
One of Ecosia’s biggest challenges is not technical but psychological. Users stick to the tools they adopted long ago, often without reconsidering them. Search engines are particularly sticky: once a brand becomes a verb, alternatives struggle to make space.
This inertia extends to public institutions. Many European governments and schools rely on American products by default, not by strategic choice. For Ecosia, this represents both a challenge and an opportunity. The company is increasingly engaging with CIOs and policymakers to encourage more value-driven decisions in the public sector.
Ecosia’s climate mission inevitably attracts scrutiny. In an era where “planting a tree” has become a common marketing tactic, users question the credibility of reforestation claims, and rightly so. Genica acknowledges this skepticism as healthy.
But she also emphasizes the difference between greenwashing and rigorous, long-term ecosystem restoration. Ecosia’s projects are monitored, audited and community-driven, ensuring the impact is real and lasting. Their stewardship-owned structure also prevents the company from being sold or extracting profits, reinforcing its commitment to climate action rather than commercial gain.
Beyond climate action, Ecosia is increasingly active in strengthening Europe’s digital independence. Today, nearly all search engines rely on only two core algorithms, Google and Bing, both American. This creates a structural dependency that also extends into AI development.
To counter this, Ecosia and French search engine Qwant have launched the European Search Perspective (EUSP), the first attempt to build a European-owned search index. France already receives results from this new system, with more countries planned.
This effort isn’t about rejecting global technology but about increasing diversity, resilience and sovereignty; principles that are becoming more important as Europe navigates geopolitical and technological shifts.
Ecosia is not alone. Tools like Proton, Posteo, Tuta and many others are gaining traction as users and organizations seek privacy-focused, responsible, and sovereign digital services. Curated directories of European alternatives are emerging, often run by individuals passionate about strengthening the continent’s tech ecosystem.
Ecosia’s role in this movement is both symbolic and practical: it shows that ethical, mission-driven technology can scale globally without sacrificing its purpose.
For those curious about Ecosia, Genica’s concluding message is simple: just try it. Switching search engines costs nothing and requires no commitment. Users can explore Ecosia’s financial transparency, impact reporting, and global projects and see firsthand how a small change in digital habits can contribute to meaningful ecological action.