Engaging millennials in the energy transition

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

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
Original languageEnglish
Title of host publicationBig ideas in public relations research and practice
PublisherEmerald Group Publishing Ltd.
Pages57-68
Publication statusPublished - 25 Sep 2019
EventEuprera 2018 - Aarhus University, Aarhus, Denmark
Duration: 27 Sep 201829 Sep 2018

Conference

ConferenceEuprera 2018
CountryDenmark
CityAarhus
Period27/09/1829/09/18

Keywords

  • energy transition

Cite this

Dam, R., Elving, W., & van Veen, R. (2019). Engaging millennials in the energy transition. In Big ideas in public relations research and practice (pp. 57-68). Emerald Group Publishing Ltd..