It found a fifth of young adults aged 16-24 have decreased their milk consumption in the last 12 months, and nearly half (43 percent) said they give advice to friends and family about reducing their impact on the environment.
Moreover, a staggering 78 percent of older men (aged 45-75) said they drink dairy milk every, or most days.
Three-quarters of 45-75-year-olds said they were concerned about the environment, such as climate change or damage to the planet. However, 35 percent said they are unwilling to change their diet to benefit the environment. Also, a quarter (24 percent) said they ‘didn’t care about the impact of their diet on the environment’.
When it comes to meat, 67 percent of 45-75-year-old participants admitted to never purposely eating a vegan meal. When it came to vegetarian meals, this dropped to 51 percent.
‘A generational disparity’
Oatly says the research ‘indicates a generational disparity in understanding the impact our food and drink choices have on the environment’.
Tim Harkness is a leading Psychologist and author of The 10 Rules Of Talking. In a statement sent to PBN, he said: “Switching roles and having ‘The Talk’ with your dad about something that you would like him to change ”Talking to dad about changing his diet to save the planet is the kind of conversation where stakes are high and opinions vary. But you can improve your chances of success…
“The climate crisis is something that can only be solved collectively. We can all help. We can all make small changes. Talking to your dad about diet is one place to start.”
‘Such an important issue’
Oatly’s Creative Director Michael Lee added: “At Oatly, like everyone else, we’re aware that the world is in the midst of a climate crisis, and we humans have to cut global greenhouse gas emissions in half, before scientists say we go past the point of no return.
“We thought to ourselves – this is such an important issue. So why aren’t people, particularly older men, discussing it more? We know the idea of pouring liquified oats over your morning cereal might be pretty normal for climate-conscious youth, but it can seem pretty weird to dads – particularly those that have been drinking milk all of their life.
“We want to help make that conversation easier – that’s why we’ve launched the campaign as a helpful guide for those looking to have ‘the talk’ with their dad, or someone else who needs it.”