Swedish vegan brand Oatly recently launched a new website help-dad.com, where it has built a comprehensive guide to help children convince their dads to ditch dairy and other animal products. The new resource includes recipes (such as meaty vegan beef stroganoff), advice videos with psychologist Tim Harkness, climate and animal agriculture statistics, and clever retorts to arguments dads may present against ditching dairy. “Whether your dad just needs some helpful reminders because he already gets that ditching dairy can save the planet loads of carbon emissions, or if he needs more of a total reprogramming because he is pretty much good with watching the planet burn so long as he can do it while eating a double cheeseburger, this guide has you covered,” Oatly states on its new website.

Why dads?
Through research carried out in December 2020 by IPSOS on its behalf, Oatly found “dads” are statistically less accepting of plant-based foods. The research revealed that 75 percent of men  between the ages of 44 and 75 are concerned about the environment but only eight percent believe meat and dairy have an environmental impact. Furthermore, 86 percent of this demographic indicated that meat and dairy were either an essential part of their diet or life. 

“Dads are the best, except when it comes to eating and drinking sustainably, in which case, dads are the worst,” Oatly states. “Compared to women in the same age group, or younger men, or basically anyone any age anywhere, middle-aged and older men (44-75) are the least interested in anything vegan. That’s not just something the website writer-person made up, it’s based on real dad research which we have collected and presented here as intel for you to use as you work toward your endgame: to win dad over to plant-based for the sake of the planet.”