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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.

In this study, the strategies of companies regarding social media and stakeholder dialogue and engagement are central. Based on insights from previous studies, it showed that organizations used little opportunities for stakeholder dialogue on social media. Since dialogue is a condition to create engagement, it is of importance for a follow-up study. Therefore, 10 respondents from leading European companies were interviewed and asked about strategies regarding stakeholder dialogue and related topics. From the results, we can conclude that engaging in dialogue with stakeholders on social media is still underdeveloped. Organizations are not only missing opportunities but also take risk not pursuing the opportunities social media offer.