An immersive study in Shanghai on how young Chinese people engage with climate and sustainability.
8 participants aged 16–261-week online immersion2 home visitsHalf-day co-creation workshop
The challenge
Oatly wanted to understand young eco-activists. Chinese millennials and Gen Z have a distinctive sense of social responsibility and ways of taking part.
Our approach
Participants completed text, photo and video tasks. Our ethnographers and film team visited homes and hang-outs, and we closed with an expert interview and a co-creation workshop.
The result
Realistic, practical actions for Oatly to grow beyond a niche lifestyle symbol into an environmental pioneer.
Brand-wide figures reflect the client’s overall performance, not this project alone.
