Why dads?

Dads are the best, except when it comes to eating and drinking sustainably, in which case, dads are the worst. 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. No pressure.

Who cares?

Spoiler alert, not dads

50% of men 44-75 don’t consider the environmental impact of food and drinks before making a purchase.*

50% of 16-24 year-olds would consider eating more plant-based products to benefit the environment, while only 32% of men 44-75 would do the same.*

In general, men worry less about the planet. Only 49% of men worry about climate change vs. 60% of women.**

*Survey by IPSOS on behalf of Oatly, Dec 2020
**YouGov / Oxfam survey, December 2019, “How much, if at all, do you worry about the impact of climate change?”

The times are (not) a changin’

75% of men 44-75 agree that eating meat and dairy is part of “their way of life”.*

78% of men 44-75 drink milk every day, or most days. Over half (58%) drink it every day. By comparison, less than a third (29%) of 16-24 year olds drink milk every day.*

Two thirds (63%) of men 44-75 NEVER eat a vegan meal, and over half NEVER go without meat in their meals.*

*Survey by IPSOS on behalf of Oatly, Dec 2020

“Relax, it’s just a burger”

74% of men 44-75 are concerned about the environment, but only 8% strongly agree that eating meat and dairy has a negative impact.*

50% of 16-24 year olds would consider eating more plant-based products to benefit the environment, compared to 32% of men 44-75.*

59% of men 44-75 said they could have a positive impact on the planet through their wider lifestyle, including things like recycling and travel – but not their diet.*

*Survey by IPSOS on behalf of Oatly, Dec 2020

Bonus material

Nearly half (43%) of men 44-75 say they feel a responsibility to drive change for the environment – but just not through their diet.*

70% of men aged 44-75 say they never feel ‘peer pressure’ from their friends on the food and drink choices they make. 56% do not give advice to their friends and family about reducing their impact on the environment.*

Men 44-75 voted “being open minded” as one of the most important values in life. Seems they are open minded, until it comes to actually having to change.*

And now, the good news!

61% of 18-24 year olds are worried about climate change and generally feel that not enough is being done to reduce carbon emissions.**

Almost a third of young adults (30%) eat a vegan meal either every day, most days, or once or twice a week.**

Half (50%) of 16-24 year olds would consider eating more plant-based products to benefit the environment, compared to 32% of men 44-75.***

*Survey by IPSOS on behalf of Oatly, Dec 2020
**YouGov/Oxfam survey, December 2019, “How much, if at all, do you worry about the impact of climate change?”
***Survey by IPSOS on behalf of Oatly, Dec 2020

Dad-disclaimer

Yeah, we know that not all men are dads and not all dads are middle-aged, but this little project of ours is aimed at assisting people who are teens or young adults with a dad they’d like to help go more plant-based. That is about as scientific as we got in the thinking for this project so we hope you might just go with it and take what you will from the tips and stuff presented here.

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