Engaging Millennials in the Energy Transition

Abstract

This chapter explores how various organizations are engaging millennials in the energy transition. In the climate accord from Paris, almost all countries in the world agreed upon reducing greenhouse gasses, so climate change will be limited. In order to do so, we do need to cut down on our use of fossil fuels and we do need to alter our behaviour. In this chapter, we study how organizations are engaging with young people, often referred to as millennials on this subject. Millennials are seen as digital natives, and they grew up with digital communication. Do organizations engage millennials in this energy transition and engage them in a way that millennials do communicate? Our study showed that, with a few exceptions, organizations do not use interactive media and elements that millennials use, and in this, do not engage millennials to join in the energy transition. We give some suggestions on how organizations can engage millennials to a larger extent.

Citation

Dam, R., Elving, W.J.L. and van Veen, R. (2019), "Engaging Millennials in the Energy Transition", Big Ideas in Public Relations Research and Practice (Advances in Public Relations and Communication Management, Vol. 4), Emerald Publishing Limited, Leeds, pp. 57-68. https://doi.org/10.1108/S2398-391420190000004005