May 23, 2007—Los Angeles—How did ThisNext users plant 11,480 trees without getting any dirt under their nails? They spent the two weeks leading up to Earth Day recommending eco-friendly products. Each time a user tagged a recommendation “EarthDay,” ThisNext donated money to Trees For the Future to plant 10 trees.

“We knew green products are a big interest area for ThisNext community members but we had no idea how the community would respond to our challenge,” said Gordon Gould, CEO of ThisNext. Greener living is a cause near and dear to Gould's heart—he holds a degree in ecology and helping online shoppers buy greener was part of the inspiration behind ThisNext. “We feel good knowing we're connecting people with good green products and working together to incite an actual change to our environment.”

So what's ThisNext to do when Earth Day is over? Continue encouraging the community to make earth-friendly product recommendations by developing a whole program dedicated to planting trees for eco-friendly product recommendations. For every recommendation tagged “EarthDay,” ThisNext and Trees for the Future will plant 10 trees.