With the creation of new Top Level Domains (TLDs), consumers will have many new opportunities for branding and website locations. Of these new TLDs, the environmental or “green” TLDs, including .ECO and .GREEN have drawn particular attention.
These new TLDs raise many questions. What is the demand for domains with these TLDs? How valuable is an online eco/green label? How will the TLDs impact consumer and partner perceptions? Will consumers expect more stringent eco/green domain registration policies? Can these TLDs serve as both an external seal and a significant source of contributions for sustainability projects?
We think the eco/green label has significant potential, particularly in communicating a company’s investment in sustainable operations. Executed correctly, the TLD may serve as a label highlighting sustainability efforts within a company. Based on candidate interest, demand for domains with these TLDs will likely be strong. Acceptance of the extension could hinge on public perceptions and the ability of the TLD to generate contributions for sustainability projects.
Of course the possibility exists to use feel good registrations in other TLD’s. Anyone up for Dot Charity, Dot Donate or Dot Giving?
We’re very interested in hearing your thoughts, let us know in the comments below: