--- title: "Oatly carton campaign promotes climate action message" publication: "MediaBias News" url: "https://mediabias.news/climate/oatly-carton-campaign-promotes-climate-action-message" api: "https://mediabias.news/api/v1/stories/oatly-carton-campaign-promotes-climate-action-message" markdown: "https://mediabias.news/climate/oatly-carton-campaign-promotes-climate-action-message.md" audio: "https://mediabias.news/api/audio/oatly-carton-campaign-promotes-climate-action-message" category: "Climate" published: "2026-09-30T15:46:18.650Z" source_reported: "2026-09-30T14:27:00.000Z" updated: "2026-09-30T15:46:18.650Z" trust_score: 60 critic_score: 60 hype_score: 20 assessment_type: "coverage-and-source-reporting-analysis" fact_check_status: "not-performed" coverage_measured: "2026-09-30T16:30:40.838198+00:00" --- # Oatly carton campaign promotes climate action message *The oat milk producer's '89 Percent Project' aims to highlight public support for climate policy.* **Scores for the source reporting** (0-100, assessing the original journalism this article was written from, not this write-up): - Trust 60 of 100, higher is better. The central claim is attributed to a named body, and the report cites a scientific journal and a poll. - Craft 60 of 100, higher is better. The report quotes an affected party and names what is still unknown about the campaign's US rollout. - Hype 20 of 100, lower is better. The language is measured and proportionate, with a headline that accurately reflects the article's content. Scored by MediaBias News; method at https://mediabias.news/methodology. **The short version** - 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. 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. ## Who covered it Shares of the 7 covering outlets with a published leaning rating: - Left: 57% (4) - Centre: 29% (2) - Right: 14% (1) 1 of 8 covering outlets carried no usable leaning rating and were excluded from those percentages. Coverage measured 2026-09-30T16:30:40.838198+00:00. **Coverage watch:** developing. Checked 4 times; 0 checks found a material change. Most recently checked 2026-09-30T16:45:19.631Z. ## How the sides framed it ### Left - 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 - 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 - 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. **Provisional coverage gap:** right. The watch is not closed, so this is not yet a settled blindspot finding. ## Factuality profile of the covering outlets These are published factuality ratings of the outlets, not a verdict on whether this story or its claims are true. - high: 5 - unknown: 1 - veryHigh: 2 ## Verification scope This page compares coverage and scores the source reporting. It is not a ClaimReview verdict on whether the underlying event or claim is true. ## Original reporting this was written from - [Niagara Gazette](https://niagara-gazette.com/news/web_extra/worlds-largest-oat-milk-producer-has-joined-unusual-climate-journalism-campaign/article_e93fc490-a328-4afe-b30a-6d8b9c4982b4.html) — World's largest oat milk producer has joined unusual climate journalism campaign - [The National Herald](https://thenationalherald.com/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign) — The World's Largest Oat Milk Producer Has Joined an Unusual Climate Journalism Campaign - [BizToc](https://biztoc.com/x/0e53bb8df63adde1) — The world's largest oat milk producer has joined an unusual climate journalism campaign - [Winnipeg Free Press](https://winnipegfreepress.com/arts-and-life/life/greenpage/2026/09/30/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign) — The world's largest oat milk producer has joined an unusual climate journalism campaign - [The Toronto Star](https://thestar.com/news/world/the-world-s-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign/article_d3473a0d-42c8-5f6e-8b5e-ef80eb8f0a81.html) — The world’s largest oat milk producer has joined an unusual climate journalism campaign - [The Seattle Times](https://seattletimes.com/business/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign) — The world’s largest oat milk producer has joined an unusual climate journalism campaign - [The Northern Virginia Daily](https://nvdaily.com/associated_press_national/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign/article_0fb3104d-2e09-5980-a171-4cca95df4f0e.html) — The world's largest oat milk producer has joined an unusual climate journalism campaign - [abc News](https://abcnews.com/Business/wireStory/worlds-largest-oat-milk-producer-joined-unusual-climate-136886336) — The world's largest oat milk producer has joined an unusual climate journalism campaign ## Questions **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. --- MediaBias News — https://mediabias.news. Reproduced from https://mediabias.news/climate/oatly-carton-campaign-promotes-climate-action-message. Please cite as: MediaBias News, "Oatly carton campaign promotes climate action message", https://mediabias.news/climate/oatly-carton-campaign-promotes-climate-action-message