Brand Loyalty and Trust: Driving a Movement

With a mission to make it easier for people to eat better and live healthier lives without recklessly taxing the planet’s resources, Oatly is driving a movement to get people to replace cow’s milk with oat drink, using communication as one of the key drivers. If you’re committed to driving a movement, there’s no room for people-pleasing. Stay true to your mission, fearlessly so. And be prepared to get involved in complex, difficult conversations. Driving a movement is about getting people to take action, to change habits. Can a company really take on a big task like that?