The Milk Wars Test the Power of Marketing as a Climate Solution

The rise of brands like Oatly has prompted a new MilkPEP campaign

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Marketers have a critical role to play in shifting demand toward greener products—so the thinking goes.

But it’s becoming apparent that the higher-carbon status quo (cow’s milk) isn’t willing to give up market share to plant-based alternatives without a fight. Compounding that, legacy products like cow’s milk often have deeper pockets and a more well-established lobbying apparatus.

“What the milk industry is doing … it’s old fashioned,” said CB Bhattacharya, H.J.

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