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Oat Milk Cartons Carry Climate Change Message
30 Sep
Summary
- Oatly cartons now feature a campaign highlighting public desire for climate action.
- The '89 Percent Project' uses research showing widespread global demand for government climate policy.
- Campaign aims to reveal the 'silent majority' supporting climate action, challenging political norms.
Oatly, a leading producer of oat milk, has launched a novel campaign called the '89 Percent Project' by printing messages on its cartons. This initiative, developed in partnership with Covering Climate Now, underscores that a significant majority, specifically 89% of people globally, desire intensified political action to address climate change.
The campaign leverages findings from a 2024 study published in Nature Climate Change, which surveyed nearly 130,000 individuals across 125 countries. This research reveals a widespread public sentiment for government intervention on environmental issues, a fact often underestimated by the general population.
Oatly’s initiative aims to reveal this public consensus, previously unrecognized as a 'silent majority.' The company believes that by using its platform, it can encourage more organizations and brands to contribute to societal net zero goals and accelerate the transition to renewable energy.
While the project has been praised for its innovative approach, it navigates a delicate balance between journalism and advocacy. Experts note potential risks of self-censorship or biased reporting, emphasizing the need for a clear separation between news entities and corporate partners. However, proponents argue for the courage to connect facts and advocate for solutions when necessary.
