Green Claims: A Challenger Playbook with Oatly

Does the world of on-pack green claims make you nervous?

We get it. Green claims are a minefield.

Today, we're bringing in a veteran of bold sustainability messaging to help us navigate the dark and somewhat dangerous world of sustainability comms. Shaunagh Duncan, Head of Sustainability at Oatly EU & I walks us through making strategic green claims, teaching us when to push boundaries and when to play it safe.

We cover how to :

• Define a bold and impactful communication style
• Walk the line between “greenwashing” and “green hushing”
• Approach on-pack PCFs
• Capitalise on the commercial opportunities of carbon labelling

Show notes:

According to a recent study, Oatly Barista sold in the UK has a 58% lower climate impact than comparable cow’s milk.

From: Blonk Consultants (2022), LCA of Oatly Barista, and comparison with cow's milk. Gouda, the Netherlands. Stages include raw material to the point of sale and packaging waste management for average L *produced in the Netherlands and sold in the UK. Findings are subject to assumptions, limitations, conclusions, and critical review statements. See full report here.

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