Oatly Joins Climate Journalism Project, Messaging Consumers on Policy

Oatly, the world's largest producer of oat milk, is participating in an unconventional climate journalism campaign by displaying messaging on its cartons that aims to inform consumers about widespread public desire for governmental action on climate change. The initiative is part of the "89 Percent Project," launched by the journalism nonprofit Covering Climate Now.

This campaign, which has begun to gain traction, features research indicating that between 80% and 89% of people globally want their governments to address climate change. Oatly's cartons, initially released in Sweden and subsequently in other European countries like Belgium and Germany, are slated for U.S. availability by January. Caroline Reid, senior sustainability director at Oatly, stated that companies should take greater responsibility by reducing their environmental footprint and leveraging their platforms to foster a positive future.

Covering Climate Now supports climate change reporting through various means, including journalism training, newsroom collaborations, and press awards. The "89 Percent Project," initiated last year, is described as a global collaborative journalism effort. Its name is derived from a 2024 study published in Nature Climate Change, which surveyed nearly 130,000 individuals across 125 countries and found that 89% desired increased political action on climate change. Mark Hertsgaard, executive director of Covering Climate Now, noted that many individuals who desire climate action are unaware they are part of a "silent majority," but this is changing as various societal elements adopt and disseminate the "89%" message.

The project initially partnered with media organizations such as The Guardian, Agence France-Presse, and El País. In April, Japanese television stations committed to broadcasting announcements about majority support for stronger climate action, and in June, 136 Japanese news outlets began disseminating similar messages across social media and press releases.

Numerous U.S. polls and studies have consistently shown that a majority of Americans favor government action on climate change, despite its infrequent appearance in political campaigns. A 2022 Associated Press-NORC Center for Public Affairs Research poll revealed that nearly two-thirds of Americans believed the federal government was not doing enough to combat climate change. Concurrently, a study in Nature Communications, based on responses from over 6,000 Americans, found that most underestimate public support for climate mitigation policies and concern, with actual support ranging from 66% to 80% while Americans estimated it at 37% to 43%.

Hertsgaard expressed that journalists had been "missing the story" and inadvertently misrepresenting the extent of global desire for climate action. Oatly's campaign employs a subtle approach, with cartons displaying two text boxes. The smaller top box reads: "Politicians! These eleven words represent people not interested in climate action." The larger, lower box contains an 89-word message advocating for government climate action and suggesting its potential as a politically advantageous stance.

Reid discovered the climate project through The Guardian and felt it aligned with Oatly's mission to engage consumers and encourage different choices. She emphasized that all organizations, political parties, and brands can contribute to achieving net zero and driving the transition to renewable energy.

The campaign is unfolding against a backdrop where climate change has been a point of political contention, with figures like former President Donald Trump having previously referred to climate change as a "con job" and renewable energy as the "Green Scam." This narrative has prompted some organizations to more actively counter such claims and advocate for solutions.

Covering Climate Now's project occupies a space between advocacy and journalism, a model that has potential benefits and drawbacks. Seth Stern, chief of advocacy at the Freedom of the Press Foundation, suggested that the rise of independent journalism outside traditional norms allows for advocacy within journalism. However, Clay Calvert, a specialist in First Amendment issues at the University of Florida, cautioned about potential dangers in journalism organizations partnering with companies, including self-censorship and biased coverage. He stressed the importance of maintaining a clear separation between journalistic entities and their corporate partners.

Hertsgaard clarified that no funds have been exchanged between Covering Climate Now and Oatly, referring to the company as an "ally." He stated his comfort with advocacy if it involves journalists drawing connections and reporting facts.