# Boomer-Targeted Oat Milk Campaigns Oatly's 'Help-Dad' Shares Resources for Ditching Dairy By Laura McQuarrie | Published 2021-01-22 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/help-dad References: [vegnews](https://vegnews.com/2021/1/vegan-oat-milk-brand-oatly-s-new-guide-helps-dads-ditch-dairy) & [help-dad](http://help-dad.com) Help-Dad is a new campaign and website from Swedish vegan brand [Oatly](https://www.trendhunter.com/trends/oatly-and-ef-pro-cycling) that's focused on helping children convince their dads to quit conventional dairy products. The campaign and resources were compiled based on research that shows that middle-aged men are the least likely to adopt a plant-based lifestyle. The ads are centered around teenage kids shaming their dads into trading cow's milk for a more sustainable plant-based alternative. As Oatly creative director Michael Lee says, "Help-Dad’ is our way of helping teens help their dad or mum or uncle or anyone else in their life in need of some veggification, to adopt a more plant-based lifestyle." On the site, there's information about veganism and climate change, conversation starters and comforting meatless recipes for beef stroganoff, spaghetti bolognese and chicken tikka masala. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 10% | Activity: 55% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Boomer-targeted Plant-based Campaigns:** Vegan brands targeting boomers to adopt plant-based diets through creative ad campaigns and resources. - **Parent-child-targeted Sustainability Campaigns:** Marketing campaigns and resources designed to help teens convince their parents to make sustainable and eco-friendly choices. - **Shaming Ad Campaigns:** Ad campaigns using shaming or guilt to encourage individuals to adopt more sustainable plant-based diets. ### Who This Affects Most - **Plant-based Food Industry:** The growing demand for plant-based food alternatives presents opportunities for businesses to offer targeted messaging and resources aimed at the older generation. - **Sustainability Consulting Industry:** Consulting firms with expertise in sustainability and eco-friendly practices can offer guidance to companies seeking to implement more environmentally-friendly policies. - **Advertising Industry:** Advertising agencies can create impactful campaigns that utilize shaming and guilt to encourage behavior change towards sustainable and eco-friendly lifestyles. ## Related on Trend Hunter - [Macho Plant-Based Drink Campaigns](https://www.trendhunter.com/trends/oatly-and-ef-pro-cycling.md) - [Branded Dairy-Free Initiatives](https://www.trendhunter.com/trends/oatbox-resoatlution-challenge.md) - [Dairy-Free Ice Cream Trucks](https://www.trendhunter.com/trends/dairy-deprogramming-zone.md) - [Pro-Dairy Campaigns](https://www.trendhunter.com/trends/dont-cancel-the-cow.md) - [Versatile Oat Beverages](https://www.trendhunter.com/trends/versatile-oat-beverages.md) - [Mission-Driven Alt Milks](https://www.trendhunter.com/trends/oatish.md) - [Next-Generation Plant-Based Milk Campaigns](https://www.trendhunter.com/trends/silk-nextmilk-campaign.md) - [Oat-Based Creamer Rebrands](https://www.trendhunter.com/trends/oatly-8.md) - [Organic Milk-Focused Campaigns](https://www.trendhunter.com/trends/this-milk-means-business.md)