In an increasingly competitive plant-based category where purpose and sustainability are becoming mainstream, how do you differentiate, stay authentic and keep up the brand love? Sustainable marketing guru Thomas Kolster interviews Chief Creative Officer John Schoolcraft about Oatly’s journey and how it’s responding creatively and forcefully to an emerging post-purpose market. View More

Purpose is facing a pushback, and at the same time, sustainability is taking a backseat to sales-driven efforts as more brands are getting scared of green legislation and facing more difficult market conditions. Oatly needs no introduction. It’s an admired, purposeful, creatively playful challenger brand, yet it’s facing regulatory headwinds, criticism from its usually loyal customers and starch competition.

Kolster interviewed John in his second book, The Hero Trap, back in 2020 about an emerging post-purpose market, where people are no longer buying what you make — or why you make it, but instead who you can help them become. It’s all about the difference you can enable in someone’s life: nudging them towards plant-based, conscious living. How will Oatly navigate the challenging market conditions and what can other brands learn from Oatly’s journey? View Less