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Climate8 outlets ran this3 min read

Oatly carton campaign promotes climate action message

The oat milk producer's '89 Percent Project' aims to highlight public support for climate policy.

AI-assisted coverage comparison, editor-supervised · How this was made

Published
Oatly carton campaign promotes climate action message

What this story says

  • Oatly, the world's largest oat milk producer, has launched the '89 Percent Project' campaign on its cartons.
  • The campaign's messaging is based on a study in Nature Climate Change that found 89% of people want intensified political action on climate change.
  • The project is a collaboration with the journalism nonprofit Covering Climate Now.
  • The campaign has rolled out in Sweden and other European nations and is expected in the U.S. by January.

Who covered it

Left 57%(4)Centre 29%(2)Right 14%(1)

Percentages are shares of the 7 outlets carrying a published leaning rating. 1 of the 8 outlets we know ran this story carry no rating and are not counted in them. Coverage measured .

Trust

60/100

Craft

60/100

Hype

20/100

8 sources · methodology

Thin on the right so far

Only 1 of the 7 outlets with a published leaning rating that ran this story are rated right.

This story is still being watched, so it is a count and not yet a finding. Coverage keeps arriving for hours after an event, and a side that has published nothing this morning may publish by tonight. If it is still true when we stop checking, we will say so plainly.

Oatly, the world's largest producer of oat milk, has initiated a campaign called the '89 Percent Project' using its product cartons. The campaign aims to convey that a significant majority of people desire increased government action on climate change. This initiative is a collaboration with Covering Climate Now, a global journalism nonprofit.

The campaign's messaging is derived from a study published in Nature Climate Change. This study, which surveyed nearly 130,000 individuals across 125 countries, reported that 89% of people favour more substantial political action regarding climate change. Oatly's cartons feature text stating that most people want their governments to address climate change and that such action could yield political benefits.

The '89 Percent Project' has been implemented in Sweden and other European countries. Oatly's senior sustainability director, Caroline Reid, stated that the company is expected to launch the campaign in the U.S. by January. Reid also noted that companies should take greater responsibility by reducing their environmental impact and using their platforms to drive positive change.

Coverage comparison

Reports from the left-rated outlets and centre-rated outlets all stated that Oatly, the world's largest oat milk producer, has launched the '89 Percent Project' campaign on its cartons. They also agreed that the campaign is based on a study in Nature Climate Change which found 89% of people want intensified political action on climate change. The rollout in Sweden and other European nations, with a U.S. launch expected by January, was also consistently reported across these outlets.

What the coverage left out

None of the right-rated digests mention the specific details of the Nature Climate Change study, such as the number of people surveyed or the countries included. The right-rated digest also does not mention the collaboration with Covering Climate Now or the specific timeline for the U.S. launch.

Tags:#ClimateAction#Oatly#CoveringClimateNow#Sustainability#Journalism

Still developing. We have re-checked which outlets are covering this 3 times, most recently on 30 Sept 2026, 16:30, and will add the sides that appear.

How each side covered it

Our own reading of the reporting listed below, written from the outlets’ articles rather than quoted from them. The reasoning is set out on our methodology page.

Left

4 rated outlets

  • The left-rated reports led with Oatly's launch of the '89 Percent Project' campaign on its cartons. They consistently reported that the campaign is based on a study in Nature Climate Change finding 89% of people want intensified political action on climate change. The collaboration with Covering Climate Now, a global journalism nonprofit, was also a common element. The rollout in Europe and expected U.S. launch by January were also noted. The full report from ABC News included details about the study's methodology, quoting Covering Climate Now's executive director, Mark Hertsgaard, and Oatly's senior sustainability director, Caroline Reid. It also discussed the traditional separation between journalism and advocacy, citing experts and mentioning past U.S. polling data on climate change concerns.

Centre

2 rated outlets

  • The centre-rated reports focused on Oatly's launch of the '89 Percent Project' campaign on its cartons. They reported that the campaign is based on a study in Nature Climate Change indicating 89% of people desire more political action on climate change. The rollout in Europe and the anticipated U.S. launch by January were also mentioned.

Right

1 rated outlet

  • The right-rated report led with Oatly's launch of the '89 Percent Project' campaign on its cartons. It stated that the campaign is based on a study in Nature Climate Change finding 89% of people want intensified political action on climate change. The collaboration with Covering Climate Now, a global journalism nonprofit, was also mentioned. The rollout in Europe and expected U.S. launch by January were also noted.

Questions about this coverage

How did the left and right cover Oatly carton campaign promotes climate action message?
Of the 7 outlets on this story carrying a published leaning rating, 57% are rated left, 29% are rated centre, 14% are rated right. Those percentages are shares of the rated outlets, not of every outlet that ran it, which was 8. The sections above set out what each side emphasised, in its own terms.
Is Oatly carton campaign promotes climate action message left or right?
Too few of the outlets on this story carry a published leaning rating to say. 7 of them do, and this site does not characterise a field under 12: at that size one newsroom filing moves the share by ten points. The percentages above are the count as it stands.
Is the coverage of Oatly carton campaign promotes climate action message biased?
Oatly carton campaign promotes climate action message is one event reported by 8 outlets, and this page does not rate the story as biased or unbiased. What it publishes is the spread: which outlets ran it, where named rating organisations place each of them on the spectrum, and what each side chose to lead with. A leaning rating describes an outlet's record over time, not this article, and the two should not be run together.
Which side is not reporting Oatly carton campaign promotes climate action message?
When we first saw this story, outlets rated right had barely covered it. Coverage accretes for hours after an event, so that is where to look rather than a verdict — the split above is the current count, and it is the one to read.
Which outlets covered Oatly carton campaign promotes climate action message?
8 that we know of, every one of them listed further up this page with a link to its own report and to what we hold on the publisher. Nothing here is a summary of somebody else's summary: the outlets are named so the original reporting can be read.
What is the '89 Percent Project'?
The '89 Percent Project' is a campaign launched by Oatly on its milk cartons in collaboration with the journalism nonprofit Covering Climate Now. It aims to highlight that a large majority of people want their governments to take more significant action on climate change, based on a study.
What study is the '89 Percent Project' based on?
The campaign is based on a study published in the scientific journal Nature Climate Change. This study surveyed nearly 130,000 people across 125 countries and found that 89% of individuals desire intensified political action on climate change.
Where has the '89 Percent Project' campaign been launched?
The campaign has been rolled out on Oatly cartons in Sweden and other European nations. Oatly has indicated that the campaign is expected to be available on U.S. shelves by January.

Read it at the source

8 outlets, grouped by the leaning a published rating gives them. Every headline links to the original; an underlined outlet name opens our profile of that publisher.

Left

4

Centre

2

Right

1

Not rated

1

How did this read?

About the coverage, not about the story. We do not ask whether you agree with what happened — we have no honest use for that answer.

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