Oatly, the Swedish company that is the world’s largest producer of oat milk, is turning its cartons into billboards for an unusual climate campaign, printing a bold “89%” message on the side of every pack it sells. The message, from the “89 Percent Project” journalism campaign, tells shoppers that the overwhelming majority of people worldwide want their governments to take more action on climate change.
Oatly’s climate campaign turns cartons into billboards
According to the Associated Press, Oatly’s new cartons were first released in Sweden and have since been rolled out to other European nations, including Belgium and Germany. The cartons are expected to reach shelves in the United States by January, the company said.
“Companies should be taking much more responsibility, not only in reducing their own environmental footprint, but really working out how they can use their platform to drive a positive future,” said Caroline Reid, Oatly’s senior sustainability director, at an event during New York Climate Week.
The campaign is built around a striking visual: one side of the carton carries an 11-word paragraph addressed to politicians — “Politicians! These eleven words represent people not interested in climate action.” — set against an 89-word paragraph speaking for the majority, urging leaders to “use your voice, use your vote” and noting that “the majority wants this and politicians who deliver for climate will win more than they lose.”
A shopper reads the side panel of an Oatly carton. The new cartons were first released in Sweden and are now appearing in Belgium and Germany.
The 89 Percent Project: the science behind the number
The “89 Percent Project” takes its name from a 2024 study published in the peer-reviewed journal Nature Climate Change. Based on a survey of nearly 130,000 people across 125 countries, the study found that 89% of people want intensified political action on climate change.
The campaign was launched by Covering Climate Now, a global journalism nonprofit, as a collaborative journalism initiative. Participating newsrooms — including The Guardian and Agence France-Presse alongside dozens of others — have been reporting on the peer-reviewed studies and opinion surveys behind the figure, which ranges from 80% to 89% depending on the country: in Germany it is 86%, in India 80% and in the United States 74%.
A silent majority: most people don’t know they’re the majority
According to Covering Climate Now, the catch is that most of these people do not realise they are the overwhelming majority — so they tend to stay silent on climate issues. Researchers describe this misperception as a key barrier: when people believe concern for the climate is rare, they are less likely to speak up, vote on it or press leaders for action.
Most of the 89% who want more climate action do not realise they are the overwhelming majority — and tend to stay silent, according to Covering Climate Now.
That is what makes the carton campaign unusual: it puts the majority message where people cannot avoid it — the breakfast table. Oatly reported selling 593 million litres of oat milk and related products in 2025 across more than 40 countries.
Why it matters weeks before COP31
The campaign lands just weeks before COP31, the UN climate summit opening in Antalya, Türkiye, this November, where governments will face pressure to close the gap between pledges and delivery. Summer 2026 brought at least 35,000 excess deaths from extreme heat in Europe alone, according to Covering Climate Now — a reminder of what is at stake in the negotiations.
Newsrooms, the campaign’s architects argue, traditionally avoid associating with organised advocacy — but the 89 Percent Project is gaining traction precisely because it is journalism about a measurable public attitude, not a partisan demand. For the latest on the run-up to Antalya, see more of Watan News’ climate coverage.
FAKTA
- What: Oatly joins Covering Climate Now’s 89 Percent Project, printing the campaign’s climate message on its oat milk cartons
- Who: Oatly — the Swedish company and world’s largest oat milk producer; Covering Climate Now — a global journalism nonprofit
- Rollout: first released in Sweden; rolled out to Belgium and Germany; expected on US shelves by January
- Scale: Oatly sold 593 million litres of oat milk and related products in 2025 across more than 40 countries
- The research: a 2024 study in Nature Climate Change — a survey of nearly 130,000 people in 125 countries found 89% want intensified political action on climate change
- By country: Germany 86%, India 80%, United States 74% (range 80–89% globally)
- The campaign: launched by Covering Climate Now as a global collaborative journalism initiative; partners include The Guardian and Agence France-Presse
- The carton: an 11-word paragraph for the 11% not interested in climate action, set against an 89-word paragraph speaking for the majority
- Context: the campaign surfaced at New York Climate Week; COP31 opens in Antalya, Türkiye, in November 2026
