(warning: a serious message is following)
In such a digitized world that is the reality of today, information has never been so easily accessed. Hand in hand with increased technology and public awareness, we’ve never been so aware of climate changes and how the changes are about to impact our planet and our way of living, because I think most of us know it’s not anymore a question about ‘if’ but rather about ‘how much’.
Okay, let’s throw ourselves into the blistering north of this world, to a rural(well not really) country called Sweden. I’m sure some of you have heard about Sweden, especially because of the global confusion with Switzerland (not even gonna mention the World Cup).
(Oatly.com, 2018) http://Available at: https://www.oatly.com/int/ [Accessed 16 Oct. 2018].
Oatly was founded back in the 1990’s at the University of Lund, in the southern parts of Sweden. What they do in a nutshell, is creating sustainable oat drinks. Such as oat-milk, oatgurt, cold on the go drinks, ice cream and some cuisine alternatives (Oatly.com. 2018).
The reason why I wanted to spread the word about this Swedish company is quite simple: The way that they do their marketing as a sustainable alternative to milk. It’s not a secret to anyone that green thinking is something that’s taking up more and more space in the average individual mind. Their green nudging efforts are part of what made them so successful. Green nudging is explained as; “…nudges that aim at promoting environmentally benign behaviour”. (Schubert, C. 2016).
(Oatly billboard in Rotterdam, 2018.) http://Available at: https://www.livekindly.co/oatly-rotterdam-dairy-not-for-humans/ [Accessed 16 Oct. 2018].
To further break down the concept, green nudges aims for consumers to preserve their self-image. Restructuring the message communicated to be more informal should incline pro-environmental behaviour (Schubert, 2016). This aligns well with the concept of societal marketing. A brand’s personality is influenced by its marketing efforts, the way a brand communicates its message and to what degree of sincerity, could affect consumers perception of those behind the brand, in the aspect of how genuine they are with their messages (Hoeffler, S. and Keller, K. 2002). This is what makes Oatly a popular company. Perez (2015) found that over 60% of all the millennials feel a personal responsibility for the welfare of this planet and that around 2/3’s would like to be employed by a green employer.
It’s safe to say that Oatly is a company who wants to have a brand image which aligns with all of these concepts, and in my opinion, they’re doing pretty good. Here are three extracts from their self-declaration:
- We are not a perfect company, not even close, but our intentions are true. We would like to be judged by the good we do and not just the pretty words we say.
- We promise to be a good company which means that our drive to help people upgrade their lives always comes before the reckless pursuit of profit.
- Our goal is to always deliver products that have maximum nutritional value and minimal environmental impact.
To wrap up this blog post I just wanna declare to you, that my intentions were never to talk someone into quitting cow’s milk. That’s entirely up to each and every individual. But I’m completely sure that most people who are reading this at some point felt like they wanted to have a positive impact on the environment. Although something that I hear often (which is mostly from the older generation) is; “but if I change my habits as an individual, it won’t have an impact on the bigger picture”.
But that’s where people are mistaken. Every little step toward a more sustainable living is, in fact, one step closer, however crazy that may sound. We’re all creatures of habitat, which might be the main reason why we are reluctant to change. That doesn’t mean we’re not capable of changing.
(Perfect example of innovative marketing)
Hoeffler, S. and Keller, K. (2002). Building Brand Equity Through Corporate Societal Marketing. Journal of Public Policy & Marketing, 21(1), pp.78-89.
Oatly.com. (2018). Oatly. [online] Available at: https://www.oatly.com/int/ [Accessed 16 Oct. 2018].
Perez, E. (2013). College students’ attitudes towards green hotel practices. Available at: http://stars.library.ucf.edu/cgi/viewcontent.cgi?article=2450&context=honorstheses1990-2015 [Accessed 17 Oct. 2018].
Pointing, C. (2018). Giant Vegan Milk Billboard in Europe Reminds Consumers that Dairy is Not for Humans. [online] LIVEKINDLY. Available at: https://www.livekindly.co/oatly-rotterdam-dairy-not-for-humans/ [Accessed 16 Oct. 2018].
Schubert, C. (2016). Green Nudges: Do They Work? Are They Ethical?. SSRN Electronic. Available at: Journal. https://www.econstor.eu/bitstream/10419/129284/1/847307131.pdf[Accessed 16 Oct. 2018].