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Just now getting to it and trying to answer some of your questions.
You ask.... However, this is from the link and I would like to know how the establishment of a world religion can be seen in this:
Firstly, I need to ask...To you, what constitutes a religion? Does your definition fit their definition? Perhaps and perhaps not.

Secondly...If it is a one world religion, what is it and what do they believe in?
They "believe" many things and they are expressed in their Preamble, Purpose, and Principles. Even though they claim not to be a religion...(1. The URI is a bridge-building organization, not a religion.
...they put quite a bit of emphasis on the Earth as a living entity, not as an object. This, IMO at least, makes them worshippers of the Earth and that makes it a religion, despite their claims that they're not a religion.

I guess it all comes down to the definition of "religion". Since they give none one is left to speculate. Your specualtion may simply be different from mine much as your definition of religion may be different from theirs. I would say that there simplky are no easy answers to your questions. Believe as you will and I'll do the same.
I believe they're trying to install a world religion myself based upon "Earth worship".

For those wishing to know more about this...
The United Religions Initiative - Foundation for a World Religion
By Lee Penn (the man in question in the article)
This file - the longest of any of those on this Web site, is an introduction to the URI, an analysis of the draft Charter that it wrote in 1998, and proof that the URI opposes Christian evangelims and favors a new, Earth-centered religion.

Ok, we are on the same page. All I was saying is that I do not gather from their website that they are trying to establish a one religion world. However, I do not put any trust in them acting outside what their website states and maybe, just maybe they really do intend to try to make this a one religion world. However, I think that WND is stretching it to say that they are trying to establish this one world religion. Not to say we shouldn't be wary and keep cognizant of what is going on.