Oatly turns packaging into a climate communication platform

Oatly has introduced new oat milk packaging designed to highlight the scale of public support for stronger government action on climate change. The initiative is linked to the 89 Percent Project, a global journalism campaign built around research showing that a large majority of people want political leaders to take more ambitious climate action.

The new packaging was initially launched in Sweden and is expected to expand to additional international markets. Rather than focusing only on product information or traditional sustainability claims, Oatly is using the side of its cartons as a communication space aimed directly at politicians and consumers.

The 89% figure becomes the central design element

The campaign is based on research involving around 130,000 people across 125 countries. According to the study, 89% of respondents said they wanted their governments to take stronger action to address climate change.

Oatly translates this figure directly into the packaging design. One section of the message contains eleven words, representing the minority not calling for stronger action, while a second section contains 89 words to represent the majority. The format uses Oatly’s characteristic informal tone to reinforce the contrast visually and verbally.

Packaging addresses politicians directly

The messaging encourages political leaders to recognise that stronger climate policy has broad public support. Oatly argues that many consumers underestimate how widely shared climate concerns actually are, which can make individuals less likely to express their views or demand action.

By placing the message on everyday consumer packaging, the company is attempting to make this majority more visible. The carton therefore operates not only as a container but also as a media channel capable of carrying a wider social and environmental message into homes and retail environments.

On-pack sustainability communication continues to evolve

Oatly has previously supported carbon footprint labelling and other forms of environmental information on packaging. The company maintains that clearer climate information can help consumers better understand the environmental consequences associated with different food choices.

The latest campaign goes beyond product-level carbon data by using packaging to communicate a political and behavioural message. This reflects a broader trend in which brands are using packs to discuss issues such as sourcing, emissions, recycling and climate commitments rather than limiting sustainability communication to conventional claims or certifications.

Brand identity and activism become closely connected

The approach is consistent with Oatly’s long-standing use of packaging as a core part of its brand identity. Its cartons frequently carry extended text, unconventional wording and direct communication with consumers, making the physical pack an important component of the company’s marketing strategy.

For brands with a strong environmental positioning, this type of communication can help connect corporate sustainability objectives with consumer engagement. It also demonstrates how packaging design can extend beyond visual differentiation and become a platform for advocacy.

Packaging gains a broader communication role

As sustainability becomes more important to consumers and regulators, brands are increasingly reconsidering the amount and type of information displayed on packaging. QR codes, carbon labels, sourcing information and disposal instructions are already expanding the role of the pack.

Oatly’s 89 Percent Project provides another example of this evolution. By turning a carton into a platform for climate messaging, the company is demonstrating how packaging can combine product protection, branding and public communication within the same physical format.