18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

Over the last twenty years it has become increasingly clear that unchecked population and industrial growth may have catastrophic--and possibly irreversible--near term consequences on Planet Earth. Global warming, in particular, is now established as a fact, not a theory, and with greater than 90% probability, it “very likely” to be a man-made phenomenon (source: Intergovernmental Panel On Climate Change).

Faced with this mounting evidence that we need to take action to control carbon dioxide emissions and pay much more attention to the environment we live in, a large number of independent groups have emerged in recent years in different parts of the globe to advocate “green” causes. No one group can claim “authority” to act as a representative of all things ecological; and in fact several groups diverge significantly on their strategies for dealing with this extremely difficult, and possibly unsolvable problem.

While no one group can claim stewardship of the “eco community”, our effort to create a .ECO top level domain has the backing of the Sierra Club, the largest and most influential grassroots environmental organization. It is our goal that a significant percentage of revenues from sales of .ECO domains should benefit the Sierra Club and other environmental leaders.

The .ECO top-level domain will benefit concerned companies and individuals who wish to either rebrand under .ECO, or use the suffix to showcase what they are doing for the environment. As with .ORG, we feel that .ECO should not be run with an authoritative view on who is “eco” and who is not, but rather as a self-selecting badge for companies and customers who genuinely care about the environment.

It is our belief that .ECO can be run as a sustainable, profitable enterprise while serving the general needs of the various interests in the overall environmental world.

The market for green products and services has been steadily increasing over the past few decades. As defined by the EPA, products that are “environmentally preferable”, “have a lesser or reduced effect on human health and the environment when compared with competing products or services that serve the same purpose. The product or service comparison may consider raw materials acquisition, production, manufacturing, packaging, distribution, reuse, operation, maintenance, or disposal.” (Source: http:⁄⁄www.epa.gov⁄epp⁄pubs⁄guidance⁄finalguidanceappx.htm#AppendixA)

Eco-friendly products, services, and materials have entered the mainstream. As more and more green products are produced and their prices become comparable to conventional products, consumers will find it easier to use their wallets in service of their beliefs. This trend, as shown by the development and demand for hybrid cars, environmentally friendly cleaners and cosmetics, and even the partnerships behind the 2012 movie “The Lorax”, which touts an environmentally friendly message and has over 70 product partnerships. (Source: http:⁄⁄www.reuters.com⁄article⁄2012⁄02⁄08⁄idUS201171+08-Feb-2012+PRN20120208)

The .ECO top-level domain will offer businesses and people the opportunity to advertise their association with environmentally-friendly products, services, and materials through the purchase and use of a .ECO top-level domain. The .ECO domain is dedicated to accurate information about green, sustainable, and eco-friendly products, allowing customers to make informed decisions about the items they use, and helping to drive the positive image of green products and their benefits to the environment.

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