New study examines Oatly's controversial milk campaign in Finland

One of the authors of the study is Pia Polsa, associate professor at Hanken School of Economics. Together with her fellow researchers Meri Frig, Laura Olkkonen and Salla-Maaria Laaksonen, she examined Oatly’s milk campaign in Finland in 2020 and the public discussion it generated in both traditional and social media during 2020 and 2021. As part of the campaign, the company distributed material to families with children and promoted the message that milk is not as healthy as it is often claimed to be.

"Milk has a very strong position in Finnish culture and is an important part of the national identity. What surprised me most was how intense the debate became and how quickly it evolved from a discussion about diet into a broader debate about agriculture, national identity and almost a kind of rivalry between Finland and Sweden," says Polsa.

Research as a foundation

Oatly did not do what many companies would have done: launch the campaign and then step aside. Instead, the company actively participated in the ensuing discussion. According to Polsa, Oatly was able to support its arguments with scientific research.

"The campaign was launched after The Lancet, one of the world's most established medical journals, had published a comprehensive meta-analysis on healthy and sustainable diets. The conclusion was that a predominantly plant-based diet is best for both human health and environmental sustainability."

Polsa emphasises the importance of grounding brand activism in robust research and expert knowledge, particularly as EU regulations on environmental and sustainability claims have become stricter and consumers are better informed than ever before.

"Social media does not only spread misinformation, it also spreads accurate information. As a result, companies increasingly need to ensure that the facts are on their side."

Risky and resource-intensive

According to Polsa, the risks associated with brand activism are considerable and it requires substantial investments of both time and money.

"If the goal is simply to increase sales, this is not necessarily the best approach. There is a significant risk of alienating certain customer groups."

Once a public debate gains momentum, companies no longer have full control over it.

"A campaign of this kind requires resources long after it has been launched. The company must continue participating in the discussion and monitor developments in both traditional and social media. The work does not end when the campaign goes live. On the contrary, the truly demanding phase may only begin once the debate starts."

Four response strategies identified

The researchers identified four types of tactics in which Oatly responded to the debate surrounding the campaign. The first was to challenge inaccurate claims. Whenever incorrect arguments were presented, the company sought to refute them. 

The second strategy was to draw comparisons with similar past cases when the discussion drifted away from the original issue.

"For example, if critics argued that the campaign targeted children, Oatly could point out that similar campaigns have existed before, including milk promotion campaigns in schools," says Polsa.

The third strategy was to redirect the discussion back to the core issue, namely plant-based versus animal-based diets. The fourth involved reinforcing the company's own message and continuing to advocate for its position even in the face of opposition.

"We do not know whether these strategies were used deliberately, but for companies interested in activism they may be valuable to study as strategic tools."

Companies need to rethink the future

When asked whether brand activism is likely to increase or decline in the long term, Polsa says it is difficult to predict.

"When it comes to younger entrepreneurs and start-ups, I believe we will see more of it because sustainability issues are far more important to that generation. At the same time, there is a growing backlash from those who feel that companies should not take a stand on societal issues at all."

Polsa believes that many companies will need to rethink their strategies and take a longer-term view of major societal changes.

"Some business models may become irrelevant if they fail to adapt to changing expectations and behaviours. Companies need to look beyond the next quarterly report and consider what the market might look like in ten or twenty years' time."

Text and photo: Jessica Gustafsson