Search Engine Plants Trees

By Greg McNevin

November 20, 2007: As the focus on search increases, more and more engines are popping up with new technology, focus on specialised niches and as with MagicTaxi.com, to hitch a ride on concern for environment.

The UK-based MagicTaxi.com pegs itself as the world’s first “carbon offsetting mouse scheme”, and claims that every time a visitor uses their mouse to search or shop online, 50 percent of the profits garnered through advertising and affiliations will be used to plant trees.

Along with typical search, the service also includes a Google-esque toolbar that gives tips carbon footprint reduction and general energy efficiency. Ignoring the fact that one of the better ways to reduce ones footprint is to stay off the computer altogether and buy locally instead of buying online and incurring shipping, the service is at least making a more significant contribution to sustainability than the Google-powered Blackle.com, which claims its black background helps reduce monitor power consumption.

“The next 6 weeks are the busiest for online searching and shopping,” claims a MagicTaxi.com spokesman. “According to the Centre for Economic and Business Research the average British family will spend over £448 on food, drink, toys and other gifts this Christmas. If this was spent through MagicTaxi it would plant 5 trees and help to offset 1 tonne of carbon.”

The ensure accountability, the engine has partnered with the Woodland Trust, so funding generated will go towards the purchase and planting of trees within the UK.

“MagicTaxi has added an innovative yet practical dimension to the way individuals can help the environment,” said Clare Allen, Head of Corporate Partnerships for the Woodland Trust. “The UK is the least wooded country in Europe, planting trees with the Woodland Trust won’t just absorb carbon, it will help to create more habitat for our rare and endangered wildlife.”

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