Social media’s latest environmental trend: pouring milk out in grocery stores

In social media’s latest trend, hundreds of influencers are opening milk jugs and pouring out their content in grocery stores. 

The “milk pours,” as the trend has been dubbed, has popped up in several cities across the United Kingdom, from London to Edinburgh, gaining thousands of shares. 

The new trend involves going to grocery stores, picking up a jug or carton of cow-produced milk, and pouring out their contents on the store’s floor or counters, according to several trending videos. 

Milk Pours are currently happening across the UK. All are concerned individuals calling on the government to give us a livable future, a #PlantBasedFuture

Here's the latest milk pour happening in Edinburgh @waitrose pic.twitter.com/mawKIylEmI

— Animal Rebellion (@RebelsAnimal) October 15, 2022

"The dairy industry is incredibly environmentally destructive. The world’s top 5 meat and dairy corporations are now responsible for more GHG emissions than Exxon, Shell, or BP," said the animal rights group Animal Rebellion. 

"We NEED a plant-based future now," the organization added.

Supporters of Animal Rebellion have just poured dairy over the meat counters at Harrods calling on the government to support farmers in the transition to a #PlantBasedFuture pic.twitter.com/s1YNtQ8XwW

— Animal Rebellion (@RebelsAnimal) October 15, 2022

Those behind the trend are attempting to encourage the use of dairy alternatives, such as almond, soy, and oatmilk. 

Around11% of the U.S.'s total greenhouse gas emissions in 2020 came from the agriculture sector, compared to 27% from transportation, 25% from energy, and 24% from industry, according to EPA.