Oatly demands government climate action

Swedish oat milk giant Oatly has unveiled new packaging this month in response to the 89 Percent Project. The global journalistic effort highlights that 80-89% of people want governments to take stronger action on climate change, according to the source.

Caroline Reid, Oatly's senior sustainability director, stated the initiative aims to 'engage politicians' and 'create awareness among citizens' that they are not alone. 'With a summer fuelled by wildfires and drought, continued climate migration, soaring food prices, food insecurity and linear, fossil-fuel-driven supply chains being disrupted, we need governments to look up, listen to science and act,' she said. 'In fact, 89% of us want that.'

The 89% Climate Solution

The 89% statistic comes from a 2024 poll of 130,000 people across 125 countries. While the global average was 89%, support for stronger government action varies nationally.

A 2025 survey of over 143,000 people from 140 countries and territories revealed a perception gap. It found 40% feel 'very threatened' by climate change, but only 31% think others feel the same. This gap is wider in high-income oat milk markets. Nearly half (49%) see it as a serious threat, but just 20% believe their compatriots agree.

In Oatly's top markets, 51% of Americans call climate change a personal threat, but only 10% think others agree. In the EU, 52% lie in the former camp and 24% in the latter. Reid called public awareness of this majority 'the ultimate climate solution.' The group Covering Climate Now says this makes other climate fixes more achievable.

Playful Packaging and Broader Advocacy

The new cartons illustrate the statistic with clever formatting. One block contains 11 words representing those not interested in climate action. Another contains 89 words for the majority who are. 'A lot of voters could swing your way if you do just that: take action,' it tells politicians. It adds typical Oatly humour: 'Not that we think you're interested in getting votes for whatever reason, no, of course not.'

Reid argued the demand is 'not polarised, nor partisan.' 'As a citizen, you are not alone. You are the majority,' she said. 'So use your voice, use your vote. Solutions exist; governments can enable and support the transition.'

The move builds on Oatly's sustainability profile. It is certified as a climate solutions company, with 90% of revenue from products that significantly lower emissions versus alternatives. An analysis shows its barista oat milk is 58-71% more planet-friendly than chilled cow's milk in several European countries. The company also has near-term emissions and net-zero targets covering scopes 1, 2 and 3.

Oatly is a long-time advocate for on-pack carbon footprint labelling. Reid told Green Queen last year that 'climate labelling is about giving consumers the freedom to make informed choices.' She added the company wants more food industry organisations to work on an effective labelling system, stating emissions reductions 'can't happen without consumer behaviour change.' Its updated strategy aims to cut emissions by 89% by 2050 from a 2020 baseline.