Oatly’s 89% Climate Campaign: How a Majority Pushes Stronger Action

Millions of oat-milk shoppers worldwide will soon notice an unusual message on Oatly cartons: a bold call for stronger climate action backed by global majority sentiment. The Swedish food company, whose oat drinks are sold in more than 40 countries, has begun printing what it calls “the ultimate climate solution” on every carton produced in 2025. The initiative, launched in Sweden and expanding globally, aligns with data showing that 89 percent of people across major economies support greater government action on climate change.

Oatly’s senior sustainability director, Caroline Reid, outlined the campaign’s purpose in a LinkedIn post: to amplify the voice of the 89 percent who want governments to address the climate crisis more aggressively. The timing reflects growing public concern, with at least 35,000 excess deaths in Europe this summer alone linked to extreme heat, according to health authorities.

The push is part of Covering Climate Now’s 89 Percent Project, a global journalism collaboration involving outlets like The Guardian and Agence France-Presse. Peer-reviewed studies and surveys indicate that between 80 and 89 percent of people in countries including Germany, India, and the United States want stronger climate policies. In Germany—Oatly’s largest market—86 percent of residents support action, while support in the U.S. stands at 74 percent. Despite this overwhelming consensus, many people believe they are in the minority, leading to what experts call “climate hushing”—a reluctance to speak out due to misperceived isolation.

Oatly’s packaging campaign uses playful design to underscore the point. One side of each carton features an 11-word message aimed at politicians: “Politicians, these eleven words represent people not interested in climate action.” The other side lists 89 words representing the majority who demand stronger measures, reminding leaders that voter support could shift in their favor.

The initiative follows a similar campaign in Japan, where public service announcements will air on every TV station starting April 2026. Supported by 136 news outlets, the effort encourages open discussion of climate action, a shift from the country’s traditionally cautious approach. In September, Covering Climate Now will interview California Governor Gavin Newsom during New York Climate Week, highlighting state-level progress in renewable energy under his leadership.

Political observers note that 80 to 89 percent support is historically rare, akin to a “super-landslide” in elections. Yet despite this clear mandate, many governments have delayed climate policies, largely due to opposition from the fossil fuel industry. Over decades, the sector has funded climate denial campaigns and backed politicians resistant to regulation, while recent years have seen a pivot toward “climate hushing”—framing the issue as too divisive to address.

The 89 Percent Project seeks to counter this narrative by revealing a largely dormant constituency ready to support commonsense solutions. For journalists, the data signals an opportunity to cover climate change with urgency and depth, treating it as a story of consequences, heroes, and urgent action. The collaboration, supported by organizations including The Nation, continues to push for transparent public discourse.

#ClimateAction #Oatly #ClimateCrisis #CoveringClimateNow #CarolineReid #Sustainability #Japan #USA