Emily Cunningham

Some experts estimate fossil fuel companies will lose 40-100% of their value in a market correction. If Amazon is identified as being attached to & dependent on fossil fuels, they will also suffer though not as much. Let's say 5% of a correction cost. That’s a TON of money. 15/

A non-trivial question is: What are the brand risks? What are public perception risks? Amazon has worked hard to get the brand to a certain level. So much of marketing is avoiding brand damage, of maintain positive perception, while not doing anything that screws it all up. 16/

Someone has evaluated the value of Amazon's brand as a component of its total value. There are more nonlinear events that are changing public perception that threaten to put a dent in its brand considering its position vis-à-vis fossil fuels and lack of climate leadership. 17/

What if there were a 20 point shift in public opinion on the climate issue? How would that effect Amazon's brand given it's inaction on climate and partnerships with fossil fuel companies? 18/

Think giant movements like the student strike movement or @extinctionR. If Amazon became a target because of it's inaction on climate & helping fossil fuel companies "optimize production & profitability" it would certainly lose money. @GretaThunberg #FridaysForFuture /19

How does a company reduce its vulnerability? Transition costs don’t get cheaper with delay. Sure, energy may get cheaper, but there're political changes that might implement charges, fees, carbon taxes, etc which can happen faster than an unprepared company can respond to. 20/

Markets and politics can happen on a bigger, faster scale than transition can keep up with if a company is behind. For instance, big solar installations shipping from China can take 4 months. Other expenses that don't get cheaper: the cost to buy expertise. 21/

There’s financial risk of being caught behind the curve. Will it be more difficult for Amazon to borrow? What are the competitive disadvantages risks? What are Amazon’s financial risks and transition costs compared to its competitors if it comes to this late in the game? 22/