# Ethical Fashion Search Engines Bing Launches the 'Ethical Shopping' Hub in the US and Canada By Kanesa D | Published 2022-08-04 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/ethical-shopping-1 References: [searchengineland](https://searchengineland.com/bing-ethical-shopping-hub-expands-us-canada-383787) & [bing](https://www.bing.com/shop/ethical-shopping)  [Microsoft](https://www.trendhunter.com/trends/bing-chat-chrome) [Bing’s](https://www.trendhunter.com/trends/gpt4-into-bing) ‘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. Image Credit: Bing ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 47% | Activity: 76% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Sustainable Fashion:** Opportunities for startups and established fashion brands to innovate, create and offer eco-friendly, ethical fashion. - **Socially Conscious E-commerce:** Opportunities for e-commerce businesses to offer ethical and sustainable fashion brands, creating a unique value proposition. - **Ethical Consumerism:** Opportunities for businesses to cater to the growing number of consumers who prefer to support ethical and sustainable brands. ### Who This Affects Most - **Fashion:** Innovative fashion brands, including those in fast fashion, should adopt sustainable and eco-friendly practices to retain relevance and brand loyalty. - **E-commerce:** E-commerce businesses can leverage ethical fashion search engines to offer ethical brands and increase brand loyalty among socially conscious consumers. - **Search Engine:** Search engines can integrate ethical fashion search engines that promote eco-friendly/sustainable brands, increasing brand awareness and customer loyalty. ## Related on Trend Hunter - [Barcode-Scanning Ethical Search Apps](https://www.trendhunter.com/trends/ethical-barcode.md) - [Social Good eCommerce Directories](https://www.trendhunter.com/trends/socially-minded-companies.md) - [Ethical Luxury Shopping Platforms](https://www.trendhunter.com/trends/ethical-luxury-shopping-platform.md) - [Conscious Retailer eCommerce Initiatives](https://www.trendhunter.com/trends/klarna-conscious-brands-collections.md) - [Enhanced Shopping Results](https://www.trendhunter.com/trends/search-engine-1.md) - [Cruelty-Free Grocery Catalogues](https://www.trendhunter.com/trends/ethical-food-products.md) - [Conscious Shopping Assistants](https://www.trendhunter.com/trends/better-buy.md) - [Internet-Connected Chatbot Asssistants](https://www.trendhunter.com/trends/bing-chat-chrome.md) - [Accessible Mindful Shopping Initiatives](https://www.trendhunter.com/trends/style-dna.md)