Oatly brings climate campaign messages to product packaging

Oatly, the world's largest oat milk producer, has partnered with global journalism nonprofit Covering Climate Now to feature a climate change campaign on its product packaging.

New Climate Messages on Packaging

Oatly has begun sending new messages to its consumers reminding them of the global majority who want governments to act on climate change. The company's packaging features messages from the 89 Percent Project campaign launched by Covering Climate Now.

International Distribution Plan

The Swedish-headquartered company's newly packaged products were first launched in Sweden and subsequently took their place on shelves in other European countries, including Belgium and Germany. Sustainability Director Caroline Reid stated that these cartons are expected to be on US shelves by January.

Research-Based Campaign

The campaign takes its name from a 2024 study published in the journal Nature Climate Change. The research in question revealed, through surveys involving approximately 130,000 people from 125 countries, that 89 percent of people want intensified political action on climate.

Independence and Collaboration Discussions

Although newsrooms traditionally try to stay away from organized advocacy efforts, this unusual campaign continues to receive support. Mark Hertsgaard, executive director of Covering Climate Now, emphasized that no money changed hands between the organization and Oatly.