Microsoft Bing’s ‘Ethical Shopping’ hub is fully functional in the U.S. and Canada, allowing consumers to search for fashion by navigating through categories like eco-friendly, fairtrade recycled, vegan, and more. The hub provides these brands with a sustainability rating that covers three areas: people, planet, and animals. Consumers can search relevant queries and hover over the ‘Ethical Choice’ label on the product to see the brand’s rating and sustainability features of the item.
This feature allows ethical brands higher visibility and a chance to showcase their contribution to the sustainability movement. The ‘Ethical Shopping’ hub initially launched in the UK in December 2021 and has provided consumers with a way to consume fashion ethically ever since. Microsoft has also recently expanded this feature for integration into Bing's search engine.
Ethical Fashion Search Engines
Bing Launches the 'Ethical Shopping' Hub in the US and Canada
Trend Themes
1. Sustainable Fashion - Opportunities for startups and established fashion brands to innovate, create and offer eco-friendly, ethical fashion.
2. Socially Conscious E-commerce - Opportunities for e-commerce businesses to offer ethical and sustainable fashion brands, creating a unique value proposition.
3. Ethical Consumerism - Opportunities for businesses to cater to the growing number of consumers who prefer to support ethical and sustainable brands.
Industry Implications
1. Fashion - Innovative fashion brands, including those in fast fashion, should adopt sustainable and eco-friendly practices to retain relevance and brand loyalty.
2. E-commerce - E-commerce businesses can leverage ethical fashion search engines to offer ethical brands and increase brand loyalty among socially conscious consumers.
3. Search Engine - Search engines can integrate ethical fashion search engines that promote eco-friendly/sustainable brands, increasing brand awareness and customer loyalty.