"Priority species" is a WWF term, and is solely for the purposes of planning and simple communication. For WWF, a "priority species" may be either a flagship or a keystone species and is chosen to represent an ecoregion or region. A "priority species" is reflective of a key threat across that ecoregion - such that conservation of the species will contribute significantly to a broader threat mitigation outcome. It is often crucial to the economic and/or spiritual wellbeing of peoples within that ecoregion.