Oatly
- 2022 Annual Report
2024 Strategic Recommendations:
- Oatly should modernize its press releases by adding bullet points and an audio feature, as well as utilizing the younger tone that it uses with most of its branding. Example
- Oatly should focus on establishing partnerships with well-known nonprofits and capitalize on those partnerships by publishing media about them.
- Oatly should improve its DEI efforts by creating a page dedicated to DEI, including a statement such as the one given. Example Statement: At Oatly—regardless of spiritual beliefs, birth country, race, gender, sexual orientation, or color of nail polish—is of equal worth. We believe that the reckless pursuit of profits without any consideration for the well-being of the planet and the humans that live here should be considered a crime.
- To increase Oatly’s social media engagement, the company should increase post consistency across platforms and reactivate its Twitter presence.
- Oatly should increase appearances and online presence of its CEO to gain the trust of the public. Potential events: Vegandale, Bizerkeley, VegFest UK
2024 Insights:
- Investor Relations
- Media Relations
- Oatly’s press coverage is uniquely high. The company’s publics tend to be younger adults, so it successfully aims its press toward that demographic by using aesthetically pleasing images and a sarcastic tone.
- However, the press releases are very traditional and formal, which doesn’t fit the company's overall tone.
- Community Relations
- Because the company’s target audience is GenZ and Millennials, it must address community issues to keep its audience. Oatly successfully uses community events to its advantage and reports the events in an interesting way.
- Social Stands
- Surprisingly, Oatly tends to shy away from most political issues. It positions itself as a young, innovative company with an understanding of its ethical responsibilities. However, it seems to only focus on its environmental impact and sustainability issues.
- Although it may be a good idea for the company to add a few more broad statements on its stances on big issues like racism, I think that Oatly focusing on environmentalism allows it to take extreme stances on the issue without the risk of being alienated for stances on less important issues to the brand.
- Corporate Philanthropy
- For a company that emphasizes its social responsibilities, Oatly is extremely lacking in corporate philanthropy. It has no listed nonprofit partners and has very loosely worded policies for giving.
- Diversity, Equity, and Inclusion
- Although Oatly seems to be a progressive company with many philanthropic initiatives, it seems to be lacking with its DEI initiatives, especially internally.
- Social Media
- Overall, Oatly has an extremely strong social media presence that caters directly to its key demographics.
- Environmental Sustainability
- Oatly’s sustainability awareness is its strongest asset. The company is setting the precedent for many smaller companies starting after them.
- Issues Management
- For a company that has grown as big and as fast as Oatly has, it is surprising that it has only had a few issues management cases.
- Furthermore, the few that it has had were small and resolved quickly.
- Executive Presence
- Jean-Christophe Flatin, the CEO of Oatly, is decently well-known in the business world. However, his presence online and in the public space is pretty much nonexistent.
- Use of Tools
- Genz Reach
I. Investor Relations
- 2022 Annual Report
Traditional, Detailed, Professional
https://investors.oatly.com/static-files/bf1c5c4a-dcb8-4c79-8d12-ca080a452e75
- Lawsuits/ Settlements in 2022 Annual Report
N/A
- Quarterly earnings press releases
Feb., 2024
March, 2023
June, 2023
- Material information 2023 press releases
Change in executive
Change in partnership
- Articles on financial wellbeing
https://seekingalpha.com/article/4664881-oatly-reasons-to-remain-cautious
https://seekingalpha.com/article/4633639-oatly-leaves-a-bad-taste-with-pain-ahead
- Shareholder meeting announcement
https://investors.oatly.com/corporate-governance/agm
- Investor quarterly call
https://investors.oatly.com/financial-information/quarterly-results
II. Media Relations
Insights: Oatly’s press coverage is uniquely high. The company’s publics tend to be younger adults, so it successfully aims its press toward that demographic by using aesthetically pleasing images and a sarcastic tone. However, the press releases are very traditional and formal, which doesn’t fit the company's overall tone. Instead, Oatly should modernize the press releases by adding bullet points and an audio feature as well as utilizing the younger tone that it uses with most of its branding.
- 2023 Press Releases
Financials: 50%
1.OATLY TO REPORT SECOND QUARTER 2023 FINANCIAL RESULTS ON JULY 27, 2023
6/27/23
2.OATLY NAMES MARIE-JOSE DAVID CHIEF FINANCIAL OFFICER
7/10/23
Earned: European Supermarket Magazine
3.OATLY REPORTS SECOND QUARTER 2023 FINANCIAL RESULTS
7/27/23
Earned: The Grocer
4. OATLY TO REPORT THIRD QUARTER 2023 FINANCIAL RESULTS ON NOVEMBER 9, 2023
10/9/23
5. OATLY REPORTS THIRD QUARTER 2023 FINANCIAL RESULTS
11/9/23
Partnerships and Events: 30%
6. OATLY AND AMAZON EXPAND RELATIONSHIP TO MEET GROWING DEMAND FOR PLANT-BASED DRINKS ACROSS EUROPE
8/3/23
Earned: World Coffee Portal
Earned: UK Food Manufacture
7. OATLY EXPANDS PARTNERSHIP WITH DEUTSCHE BAHN TO BRING OATLY SOFT SERVE TO ALL ITS LOUNGES ACROSS GERMANY
8/10/23
8.OATLY ANNOUNCES NATIONWIDE AVAILABILITY AT INSOMNIA COOKIES
11/16/23
Earned: Baked
https://www.bakemag.com/articles/18249-oatly-to-be-available-at-insomnia-cookies-nationwide
Most Newsworthy: Timeliness, novelty, impact
Operations: 20%
9.OATLY ANNOUNCES ENTRY INTO MEIJER STORES
10/3/23
10.OATLY CONTINUES EXPANSION INTO FOOD SERVICE; COFFEE FELLOWS TO BRING OATLY BARISTA TO ALL LOCATIONS ACROSS EUROPE
10/30/23
Earned: VegNews
https://vegnews.com/vegan-travel/delta-airline-oat-creamer-coffee-flights
- Press release format and tone
- Formal, descriptive, direct
- Extremely traditional formatting
- Press room
- Bland, deflated, professional
- Extremely traditional formatting, some aesthetics added with decorative fonts
- Contact Information
Global Press Contact: press.global@oatly.com
US Press Contact: press.us@oatly.com
APAC Press Contact: press.asia@oatly.com
EMEA general press contact: press.emea@oatly.com
Sweden Press Contact: press.se@oatly.com
UK Press Contact: press.uk@oatly.com
Germany, Austria, Switzerland (DACH) press contact: press.dach@oatly.com
(No Phone Number)
- Press Release Results 2023
- Six published
Baked
https://www.bakemag.com/articles/18249-oatly-to-be-available-at-insomnia-cookies-nationwide
VegNews
https://vegnews.com/vegan-travel/delta-airline-oat-creamer-coffee-flights
UK Food Manufacture
World Coffee Portal
The Grocer
European Supermarket Magazine
- Spokesperson
“We want to make it easy for people to replace animal dairy products with plant-based offerings. That’s why we developed our new drink the way a large number of consumers have told us – a barista version in organic quality without compromises in terms of functionality or taste, produced with the best organically grown ingredients,” says Roland Griesebner, general manager, DACH & PL at Oatly.
- Executive
Jim Salerno, chief brand officer at Carvel, added in a statement that “Oatly is the latest way we are breaking through to bring our guests a new offering we know there is a lot of excitement behind.”
https://www.cnbc.com/2024/01/22/oatly-carvel-ice-cream-partnership-boosts-stock.html
- Fact Sheets
None
- Photos
https://investors.oatly.com/image-library
- Overview
No fact sheet, but there is a simple overview with links to financial reports
III. Community Relations
Insights: Because the company’s target audience is GenZ and Millennials, it must address community issues to keep its audience. Oatly successfully uses community events to its advantage and reports the events in an interesting way.
- Community relations efforts
- Website Content
- Social Media
@Oatly
https://www.instagram.com/oatly
Followers: 359K
Most recent post:
Challenges the idea of cow milk being the default milk option in culture by parodying an old cow milk commercial.
@Oatly
https://www.facebook.com/OatlyUSA/
Followers: 230K
Most recent post: Encourages discussion over the product by posting a picture and some basic information about latte art.
Twitter:
@OatlyUS
DEACTIVATED
Still linked on the website
Youtube:
@OatlyTV
https://www.youtube.com/user/oatlyab
Subscribers: 17.3K
Most recent post: Follows the story of Oatly’s “giant oat milk container” as a team moves it from a baseball stadium to a high school theater department’s stage.
- Traditional Media
To grow the brand, Oatly partnered with local coffee shops first and slowly built its way up into bigger partnerships.
- Volunteer Events
https://www.oatly.com/things-we-do/initiatives
IV. Social Stands
Insights: Surprisingly Oatly tends to shy away from most political issues. It positions itself as a young, innovative company with an understanding of its ethical responsibilities. However, it seems to only focus on its environmental impact and sustainability issues. Although it may be a good idea for the company to add a few more broad statements on its stances on big issues like racism, I think that Oatly focusing on environmentalism allows it to take extreme stances on the issue without the risk of being alienated for stances on less important issues to the brand.
- Equality
“Everybody—regardless of spiritual beliefs, birth country, race, gender, sexual orientation, or color of their nail polish—is of equal worth. The reckless pursuit of profits without any consideration for the well-being of the planet and the humans that live here should be considered a crime. Companies have as much responsibility as politicians do for building a society that every one of us living in this world can admire.”
https://www.oatly.com/en-us/oatly-who
Oatly “wokeness” survey with the Guardian in 2021.
https://www.thepinknews.com/2021/02/01/oatly-boycott-guardian-advert-gender-pronouns-woke-parents
Abide
Abide Women’s Health Services
Communication Audit Research and Analysis
Sept. 6, 2023
Ryann Armstrong
Overview:
- Name of Nonprofit: Abide Women’s Health Services
- Logo:
- Tagline: “An accredited Easy Access Clinic in sunny South Dallas serving pregnant folks.”
- Headquarters Address: 2612 MLK Jr. Blvd Dallas, TX 75215
- Year Founded: 2017
- Board of Directors:
https://www.abidewomen.org/our-board-of-directors
- Chair- Trissi Gray
- Vice Chair- Nina Threets
- Treasurer- Savohna Brown
- Secretary- Talisha Williams
- Board Member- Tiffany Northern
- Board Member- Ashley Brown
- Board Member- Lauren Geweke
- Boiler Plate: “Abide Women’s Health Services exists to improve birth outcomes in communities with the lowest quality care.”
- Type of Organization: Human Rights/Healthcare
Audiences:
- Geographic Area: Dallas/Fort Worth Metro Area
- Census Data (2021) for demographic area:
- Age- Median age is 35.6; 63% of the population is 18 to 64
- Race- 43% white, 30% Hispanic, 16% Black, 8% Asian, 3% two+ and 1% other
- Population Size- 7,759,615 (894.5 people per square mile)
- Generational Appeal (Most to Least appeal):
- Millennial Generation
- Generation Z
- Generation X
- Baby Boomer Generation
- Greatest Generation
- Organization Description:
- Youthful
- Feminine
- Compassionate
- Audiences to Consider:
- Donors: Abide receives donations from individuals and companies in monetary and supplies
- Volunteers: Most of the healthcare professionals that aid Abide are volunteers, with only the doctors and a select few nurses receiving financial compensation
- General Public: Part of Abide’s mission is to educate the public about poor treatment of minority mothers in healthcare
- Clients: The mothers who receive services from Abide are vital to the organization.
- Employees: Abide has 50 employees that work in their offices as well as in their clinics.
Web Content/Message:
- Primary Message: Improve birth justice and women’s health services in communities with “the lowest quality of care.”
- Is the primary message clearly stated and repeated? Yes, the primary message of improving birth outcomes in lower-income areas is clearly stated on the homepage and the “About” page. The message is also clearly stated on all of the organization’s social media pages in the bios and implied within almost every post.
- Message variation for audiences: The messaging is laid out and organized on the organization’s website. The website has detailed explanations of why the organization is necessary, while its TikTok and Instagram focus on highlighting the work that the organization is currently doing.
Examples:
Website
Media Relations:
- Newsroom (https://www.abidewomen.org/blog): The organization’s newsroom is mostly formatted as an informal blog with monthly newsletters to keep donors and volunteers updated on what it’s up to. Although, the newsroom also has more formal, informative articles related to women’s health and a yearly annual report. Overall, Abide does an excellent job keeping its newsroom up-to-date and interesting; the only improvement that needs to be made is having more content available.
- Headlines for late 2021 to 2022 Press Releases:
- “Last Newsletter of 2022”
- “EOY 2022 Reflections”
- “AWHS and Delighted to Doula Announce 2023 Post-Partum Doula Scholarship Recipients”
- “Celebrating Midwifery, Gratitude, and New Adventures”
- Media Relations Contact Information:
Email- info@abidewomen.org
Phone- 972-474-6311
- Positive Articles:
- Authors- BeLynn Hollers and Sriya Reddy
Date- Nov. 24, 2021
Publication- The Dallas Morning News
Headline- “Shocked by numbers on Black maternal mortality, activist starts South Dallas nonprofit.”
- Author- Will Maddox
Date- June 21, 2023
Publication- Dmagazine
Headline- “The birthing center with hopes for South Dallas”
- Author- Jeanne Prejean
Date- June 28, 2022
Publication- My Sweet Charity
Headline- “Just In: The Boone Family Foundation provides Abide Women’s Health Services with a $500K grant.”
- Press Release that corresponds: The $500 thousand grant highlighted in the My Sweet Charity article helped to fund the Post-Partum Doula Scholarship recipients featured in the press release- Feb. 21, 2023 “AWHS and Delighted to Doula Announce 2023 Post-Partum Doula Scholarship Recipients”
Link to Press Release- https://www.abidewomen.org/blog/2023-pp-doula-winners
Executive Communication:
23. CEO: Cessilye R. Smith (Founder and CEO
24. CEO Bio: https://www.abidewomen.org/team/cessilye
25. CEO Presence:
- Facebook: https://www.facebook.com/cessilyersmith
- Instagram: https://www.instagram.com/cessilyersmith
- Website: http://www.cessilyersmith.com/
Financial/ Impact Communication
26. Charity Navigator:
https://www.charitynavigator.org/ein/823303040
27. GuideStar:
https://www.guidestar.org/profile/82-3303040
29. 2022 Impact Report: https://www.abidewomen.org/blog/2022-annual-report
Social Media:
30. Channel Links:
- Facebook-
https://www.facebook.com/abidewomenshealth
- Instagram-
https://www.instagram.com/abide_women
- LinkedIn-
https://www.linkedin.com/company/abide-womens-health-services
- TikTok-
https://www.tiktok.com/@abide_women?lang=en
31. Follower Counts:
- Facebook- 4.4K Followers
- Instagram- 8,827 Followers
- LinkedIn- 254 Followers
- TikTok- 37 Followers
32. Recent Posts:
- Facebook-
- Instagram-
- LinkedIn-
- TikTok-
33. Recent PR Campaign: The “Black Breastfeeding” Campaign has consisted of about five posts themed around Black women breastfeeding and was posted on each of the organization’s platforms.
Individual Donor (Marketing)
34. Annual Fundraising Event: Give 8/28 is Abide’s annual fundraising event, where donors are encouraged to donate through a series of campaign posts and events during the weeks before.
https://abidewomenshealth-bloom.kindful.com/
36. North Texas Giving Day Push:
https://www.northtexasgivingday.org/organization/Abidewomenshealth
Corporate/Other Partners:
37. Sponsors/Partnerships:
$5,000 to $9,999
- Communities Foundation of Texas
- Courtney Fadley
- Florence Foundation
- Karen Rose
- March of Dimes
- Richard Cavnar
- Susan L. Addison
$10,000 to $49,999
- Episcopal Health Foundation of Dallas
- Kaleto A Doolin
- National Christian Foundation of North Texas
- State Fair of Texas
- The Blackbaud Giving Fund
- Wilshire Baptist Church
$50,000+
- United Way of Metropolitan Dallas
- The Muse Family Foundation
- Texas Woman Foundation
- Boone Family Foundation
Website:
38. Usability Comments: Although not flawless, the website is highly functional and well laid out. The tabs at the top and throughout the site are all useable and easy to understand. The links to their social media at the bottom all work besides the YouTube tab, which should be deleted from the site.
39. Appearance Comments: The color theming flows throughout the website pages. The beige colors are appropriate for the company, making the design seem updated and young. The feminine details of the designs are relevant for Abide because it is a company created for women.
40. Visual Quality Comments: Although there is no video content on the website, the photos and images on the homepage and the blog are very high quality and appropriate for the company. The colors within the visuals add to the theming, and all but one photo matches the aesthetic without clashing. My one note on the visuals is to delete the photo below and add one that fits the website's design aesthetic a little better.
41. Written Content Comment: I appreciate the informal tone that the organization uses with its written content. However, I would like to see the writers intentionally use a more formal AP style. Some of the grammar used within the stories in the blog goes against the AP handbook, and some grammar is entirely wrong. Otherwise, the content and subjects of the blog posts are topical and well thought out.
Reputation:
42. Reputation Description: Abide is a highly reputable organization that guarantees transparency and honesty to its volunteers, partners and donors. The organization has only taken a few hits to their reputation and all of them were due to issues other than their integrity.
43. Main Partnerships:
- Boone Family Foundation
- United Way of Metropolitan Dallas
- Texas Woman Foundation
45. Individual Donors: Although the organization needs support from bigger foundations and companies, individuals are its backbone. Individuals contribute to Abide through small and big monetary donations, donations of goods and services, and word-of-mouth publicity.
Adapting to New Trends/Influences:
46. Diversity Statement: N/A
47. Innovative Communication:
- Amazon Wishlist
- Matching graphics for all articles
Final Assessment/Analysis (Insights)
48. Needs Improvement:
- Youtube Channel- The YouTube channel linked to the organization’s website is inactive. It would be a great idea to activate the channel and start to publish educational videos on maternal health.
- More Blog Content- The blog content provided on the website is well-thought-out and very educational. However, there needs to be more content. If there is a dedicated blog tab on a website, then the tab must be filled with an adequate amount of articles; otherwise, the tab looks unfinished and bare.
- Comment Section of Website- The website offers a comment section for users to ask questions and leave suggestions for the organization. This section is great. However, it needs to be updated. The section might be more useful to traffic if the top comments and questions were displayed with answers somewhere within it.
49. Well Done:
- Instagram- The theming and content on Abide’s Instagram is exceptional. The graphics and photos on the posts follow a strict color pattern and are pleasing to the eye. The content is shortened but informative, perfect for an Instagram caption.
- Annual Report- By comparing the 2021 and 2022 annual reports, I can see just how organized the company became throughout the year. The layout and formatting make the report easy to understand, while the graphics add to the information without taking away from the report.
- Logo- Abide’s logo is sleek and easily recognizable. It can be resized and reformatted and keep its messaging. The colors in every version of the logo match the website’s theming without taking away from the information.
Overall Grade of Abide’s Communication: A
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