Millions of us cooperate to give them an amazing promo campaign, which hopefully raises the stock price, causing our fund to make lots of money.
We sell the stock and then relentlessly attack them, permanently destroying their brand as punishment.
Companies that rely on having good consumer brands will be more likely to succeed if their brand is beloved, and more likely to fail if their brand is hated.
The public already has more power to define what brands represent than companies do.
A large online community with a shared purpose can now exert organized and coordinated control over brands, creating or destroying billions of dollars worth of brand equity at will.
Whenever such a large and committed network takes action with the intention of celebrating or destroying the brand of a small/medium publicly-traded company, they will consistently be able to significantly impact the stock price.
There are millions of people who would invest in an ETF that offered the potential for superior returns, superior climate impact, fun community, and ridiculous entertainment.
Even though companies are generally unwilling to take radical climate action, they will often override that tendency and submit to the demands of a community like this if they believe that the net impact of agreeing to take action will be obviously positive for their business.
Everyone will want to make money buying and selling stock based on whether we will "trick" or "treat" the company. Our fund has exclusive access to that information before anyone else, therefore we can financially outperform anyone else trading the same stock at the same time.
Companies will know that taking climate actions that are uncomfortably radical will have large, reliable, and easily-quantifiable financial and marketing benefits, including the avoidance of an existential brand risk.
Fund investors will know that every time they participate in our community efforts to promote a brand that has taken climate action, the success of that promotion may return to them a couple percent of whatever amount they have invested in the fund.
