{"id":16027,"date":"2017-07-27T06:00:47","date_gmt":"2017-07-27T10:00:47","guid":{"rendered":"http:\/\/blogs.edf.org\/energyexchange\/?p=16027"},"modified":"2017-07-28T10:55:20","modified_gmt":"2017-07-28T14:55:20","slug":"the-energy-sector-needs-to-adapt-to-millennials-not-vice-versa","status":"publish","type":"post","link":"https:\/\/blogs.edf.org\/energyexchange\/2017\/07\/27\/the-energy-sector-needs-to-adapt-to-millennials-not-vice-versa\/","title":{"rendered":"The energy sector needs to adapt to millennials\u2014not vice versa"},"content":{"rendered":"<p><em>By Elizabeth Villedrouin, Communications Intern, Clean Energy and Kristen Moore, Research Intern, Clean Energy<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-16031 size-medium\" src=\"https:\/\/blogs.edf.org\/energyexchange\/wp-content\/blogs.dir\/38\/files\/2017\/07\/friends-walking-towards-vintage-car-at-sunset-in-wind-park-picture-id521989212-300x251.jpg\" alt=\"\" width=\"300\" height=\"251\" srcset=\"https:\/\/blogs.edf.org\/energyexchange\/wp-content\/blogs.dir\/38\/files\/2017\/07\/friends-walking-towards-vintage-car-at-sunset-in-wind-park-picture-id521989212-300x251.jpg 300w, https:\/\/blogs.edf.org\/energyexchange\/wp-content\/blogs.dir\/38\/files\/2017\/07\/friends-walking-towards-vintage-car-at-sunset-in-wind-park-picture-id521989212-768x644.jpg 768w, https:\/\/blogs.edf.org\/energyexchange\/wp-content\/blogs.dir\/38\/files\/2017\/07\/friends-walking-towards-vintage-car-at-sunset-in-wind-park-picture-id521989212.jpg 940w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>As interns at Environmental Defense Fund (EDF), we\u2019ve been tapped as resident experts on surviving on college budgets, social media, and all things Millennial. \u00a0Research tells us Millennials are <a href=\"http:\/\/www.pewresearch.org\/fact-tank\/2016\/04\/25\/millennials-overtake-baby-boomers\/\">the largest living generation<\/a>. So, as Clean Energy interns this summer, we\u2019ve learned that gives us much power to change the game for the energy sector. But in unexpected ways.<\/p>\n<p>As young people, we\u2019re working at EDF because we want to promote systemic, market-based solutions and new technologies that shift our country toward clean energy and away from our fossil fuel past (did someone say <a href=\"https:\/\/www.rmit.edu.au\/news\/all-news\/2017\/jun\/solar-paint-offers-endless-energy-from-water-vapour\"><em>solar<\/em> <em>paint<\/em><\/a>?).<\/p>\n<p>We have high standards for our energy future, and our priorities differ from our parents\u2019 (for example, millennials tend to value careers [<a href=\"http:\/\/www.pewsocialtrends.org\/files\/2010\/10\/millennials-confident-connected-open-to-change.pdf\">PDF<\/a>] over religious life). And although we\u2019re the <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2016-10-28\/millennials-aren-t-cheap-they-re-thrifty\">thriftiest generation<\/a>, 64 percent of us are actually <a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/us\/Documents\/energy-resources\/us-deloitte-resources-2017-study-energy-management.pdf\">willing to pay more<\/a> on our electric bill if it\u2019s generated by clean energy.<!--more--><\/p>\n<p><strong>Shifting<\/strong><strong> the economy<\/strong><\/p>\n<p>A generation that has been slow to invest, millennials are now buying stocks in companies that further the clean energy economy. Among millennials\u2019 <a href=\"#top-stocks-held-by-non-millennials-on-robinhood-by-dollar-amount-11\">favorite stocks<\/a> are companies like Apple and Facebook who declared their commitment to rely on 100 percent renewable energy through <a href=\"http:\/\/there100.org\/companies\">RE100<\/a>. Others include Amazon, which launched <a href=\"https:\/\/aws.amazon.com\/blogs\/aws\/more-amazon-wind-and-solar-farms-are-live\/\">four wind and solar farms in 2016<\/a> and <a href=\"http:\/\/d0.awsstatic.com\/Sustainability\/2016.04.01_AMICUS_FOR_RESPONDENT_BRIEF_filed_by_AMAZON.pdf\">publicly supported<\/a> the Clean Power Plan; Tesla, which <a href=\"https:\/\/www.greentechmedia.com\/articles\/read\/reports-tesla-branded-solar-panels-arrive-in-stores\">started selling solar panels<\/a> this year; and Nvidia, which plans to <a href=\"http:\/\/www.nvidia.com\/object\/fy17-sustainability-report.html\">reduce emissions<\/a> by 15 percent per employee by 2020 and only operates in <a href=\"http:\/\/images.nvidia.com\/content\/crr\/2017\/sustainability\/pdf\/2017-NVIDIA-Sustainability-Report-Final.pdf#page=32\">buildings that comply with LEED standards<\/a>.<\/p>\n<p>[Tweet &#8220;The energy sector needs to adapt to millennials\u2014not vice versa&#8221;]<\/p>\n<p>We like to put our money where our values are. Our generation is the most likely to\u00a0<a href=\"http:\/\/www.sustainablebrands.com\/news_and_views\/articles\/low-income-consumers-drive-sustainable-purchasing\">pay more for responsibly made products<\/a> and roughly 80 percent of us want to work for companies that\u00a0<a href=\"http:\/\/www.sustainablebrands.com\/news_and_views\/communications\/why-be-b-corp-ask-millennial\">care about their impacts<\/a>. Nearly 400,000 millennials are currently working in green jobs.<\/p>\n<p><strong>Energy-efficient lifestyles<\/strong><\/p>\n<p>For a variety of economic and social factors, our lifestyles tend to be more energy efficient. Many of us are\u00a0<a href=\"http:\/\/www.npr.org\/templates\/story\/story.php?storyId=184775458\">choosing buses and bikes over cars<\/a>. And we\u2019re more likely to purchase new, energy-saving products and services like Nest learning thermostats than people over 55, according to research by <a href=\"https:\/\/newsroom.accenture.com\/news\/millennials-strong-interest-in-new-products-and-services-will-drive-the-most-future-value-for-energy-utilities-but-they-are-much-more-demanding-consumers-finds-research-from-accenture.htm\">Accenture<\/a>.<\/p>\n<p>\u201cEnergy providers must take these and other insights about these groups to heart, to unlock value, because consumers\u2019 preferences and behaviors are rapidly changing the market landscape,\u201d said Tony Masella, managing director of Accenture Energy Consumer Services. <div class=\"simplePullQuote right\"><p>Appeal to our drive for progress and prosperity based on clean, equitable energy solutions.<\/p>\n<\/div><\/p>\n<p><strong>Push-back against fossil fuels<\/strong><\/p>\n<p>Students from hundreds of colleges and universities have led successful movements urging their administrative leaders to <a href=\"https:\/\/gofossilfree.org\/usa\/\">divest from fossil fuels<\/a>. Educational institutions make up 14 percent of the approximate $5.42 trillion value of <a href=\"https:\/\/gofossilfree.org\/commitments\/\">institutions around the world<\/a> that have divested from the fossil fuel industry. 600 colleges and universities are already members of the <a href=\"http:\/\/secondnature.org\/who-we-are\/network\/\">Climate Leadership Network<\/a>, a network of institutions committed to action plans to achieve carbon-neutrality in the coming future. But, for some students, these commitments mean nothing if their schools are still buying stock in fossil fuels, even if the financial impact to the industry is slim.<\/p>\n<p><strong>Our advice: Don\u2019t sleep on us <\/strong><\/p>\n<p>In order to thrive, today\u2019s energy sector should engage its youngest customers \u2013 which happen to be America\u2019s most tech-savvy, environmentally conscious generation. Attempts to garner support for fossil fuel would be like Sony trying to sell us Walkmans \u2013futile. Appeal to our drive for progress and prosperity based on clean, equitable energy solutions.\u00a0 More and more, we are the ones making important energy decisions \u2013as building managers, homeowners, engineers, utility regulators, and, one day, the next head of the Department of Energy.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Photo source:\u00a0<a href=\"http:\/\/www.istockphoto.com\/portfolio\/wundervisuals?mediatype=photography\">wundervisuals<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Elizabeth Villedrouin, Communications Intern, Clean Energy and Kristen Moore, Research Intern, Clean Energy As interns at Environmental Defense Fund (EDF), we\u2019ve been tapped as resident experts on surviving on college budgets, social media, and all things Millennial. \u00a0Research tells us Millennials are the largest living generation. So, as Clean Energy interns this summer, we\u2019ve &#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42996,254,100446,53091,27598,1,84830],"tags":[],"coauthors":[],"class_list":["post-16027","post","type-post","status-publish","format-standard","hentry","category-smart-power","category-energy-efficiency","category-energy-equity","category-energy-financing","category-energy-innovation-series","category-uncategorized","category-grid-modernization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The energy sector needs to adapt to millennials\u2014not vice versa - Energy Exchange<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.edf.org\/energyexchange\/2017\/07\/27\/the-energy-sector-needs-to-adapt-to-millennials-not-vice-versa\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The energy sector needs to adapt to millennials\u2014not vice versa - Energy Exchange\" \/>\n<meta property=\"og:description\" content=\"By Elizabeth Villedrouin, Communications Intern, Clean Energy and Kristen Moore, Research Intern, Clean Energy As interns at Environmental Defense Fund (EDF), we\u2019ve been tapped as resident experts on surviving on college budgets, social media, and all things Millennial. \u00a0Research tells us Millennials are the largest living generation. 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