Authentic Engagement in Communicating Energy Transition to Young Generations

By: Agus Hidayat. Former Journalist, Reputation Management Practitioner. Senior Vice President Corporate Communication & Public Affairs at Fleishman Hillard Indonesia

There is a common misconception that the energy transition is an elite issue and only relevant to certain groups of people, such as policy maker, academic, or industry leader. Part of the misconception may stem from the fact that the infrastructure and technologies involved in the energy transition are often hidden or hidden from the public eye.

For example, solar panels and wind turbines are typically located in remote locations, and power lines and distribution systems are often underground or out of sight. Additionally, the language and discourse surrounding the energy transition can be abstract, technical and complex, making it difficult for the general public to understand the importance and relevance of this topic in their everyday lives.

But we all know that this misconception is incorrect. The energy transition affects everyone regardless of socioeconomic status or background. The energy transition is about building a sustainable energy system that can meet the needs of current and future generations while minimizing negative impacts on the environment and public health. This is a critical issue that affects us all, from the air we breathe to our utility bills.

Moreover, the energy transition offers enormous opportunities for economic growth, job creation and innovation. Moving to clean and renewable energy sources can create new industries and markets and drive a more equitable and sustainable future for all.

It is therefore important to inform the general public that the energy transition is not an elite issue, but an important and overarching issue that affects us all. By reaching a wider audience and creating awareness and understanding of the energy transition, we can develop more effective and inclusive strategies that benefit everyone.

And one of the key target groups for communicating the energy transition to the general public is the young generation. Young people, including millennials and Generation Z, are generally more environmentally conscious and more concerned about the impact of human activity on the planet than previous generations. They are also more likely to prioritize sustainability and environmental values when making daily life and purchasing decisions.

In addition, young people are at the forefront of a movement that has raised awareness of the urgent need for action on climate change and the energy transition. They are also more likely to be active on social media, which can amplify the message of energy transition campaign and reach a wider audience.

There are key statistics showing that young generations are more likely to support the energy transition and take action to combat climate change. A 2020 report by Deloitte found that members of Generation Z (the generation born between 1997 and 2012) are more likely than any other generation to take action to combat climate change. According to the report, 63% of Gen Z respondents said they had taken action to reduce their carbon footprint in the past year, compared with 54% of millennials and 49% of Gen X.

There are also some interesting insights on the Deloitte Global 2022 Gen Z and Millennial Survey. According to the report, 75% of Gen Z and 73% of millennials agree that the world is at a tipping point in its response to climate change and could go either way in the future (no certainty). However, only 44% of Gen Z and 43% of millennials are optimistic that efforts to protect and sustain the health of the planet will be effective.

Additionally, the report says Gen Z and millennials are doing their part, with 9 in 10 people taking action to protect the environment. In the short term, they focus on small, everyday actions like using recyclable or recycled plastic/paper, using reusable cups and utensils, buying used clothing, and sourcing locally or organic food. In the longer term, they positioned to increase civic engagement and bring sustainability to key purchases. Financial constraints can make it difficult to invest in more expensive items such as solar panels and electric vehicles. Nevertheless, half of those surveyed said they would make these purchases in the future. 

The report also says Gen Z and millennials raise urgency for businesses and governments to do more to tackle climate change. Only 15% of Gen Zs and 14% of millennials fully agree that companies are taking important actions, the quite same low-level percentage of Gen Zs who believe governments are committed to tackling the climate crisis (11%), slightly lower than millennials at 13%. 

Younger generations are slightly more optimistic about their employer's commitment, according to the report, with 18% of Gen Z and 16% of millennials agreeing that their employer is strongly committed to tackling climate change. But there is clearly room for improvement. Nearly half of Gen Z (48%) and millennials (43%) said they pressured their employers to take action. Those who speak the loudest on the topic and feel employers are listening and taking their feedback into account are also the most loyal. This suggests that there are long-term benefits for employers to listen and act. This is in line with Deloitte's 2022 CxO Sustainability Report, which found that 65% of leaders feel pressured to act by their employees. 

The above report highlights the importance of young generations in communicating the energy transition to a wider audience. The next question is how businesses, governments, policy makers or other relevant organizations can reach out to young generations to advance the energy transition agenda. The key is authentic engagement.

Yes, Authentic Engagement is a term used to describe a genuine two-way conversation between a company and its stakeholders (customers, employees, investors, etc.) about issues that matter to both parties. Authentic engagement goes beyond traditional marketing and its PR tactics, which are often one-way communications aimed at promoting a brand or message. Instead, authentic engagement is about building meaningful relationships with stakeholders by listening to their feedback, addressing their concerns, and working collaboratively to find solutions.

In the context of energy transition, authentic engagement might involve working with stakeholders to co-create sustainability goals, soliciting feedback on energy transition plans, and engaging in dialogue on the potential social and environmental impacts of energy transition efforts. Authentic engagement can help build trust and credibility with stakeholders, while also generating new ideas and insights that can inform and improve energy transition strategies.

Authentic engagement requires a genuine commitment to transparency, openness, and collaboration, as well as a willingness to listen and respond to stakeholder feedback. It can take time and effort to establish authentic engagement with stakeholders, but the benefits can be significant, including increased stakeholder trust, improved brand reputation, and more effective energy transition strategies.  

Therefore, if we want to use young generations (Gen Z and Millennials) as key stakeholders to communicate the energy transition and build authentic engagement with them, we need to listen to their perspective first. Understanding young people's perspectives and concerns about energy transitions is critical to creating authentic engagement. Consider hosting a focus group, poll, or other form of feedback to gain insight into their perspectives and priorities.

After that, engage into a two-way dialogue. Authentic engagement is about starting a conversation, not just spreading information. Create opportunities for young people to ask questions, share ideas, and discuss energy transitions. This may include social media campaigns, online forums and in-person events.

Move forward is to work together to find solutions. Young people are often passionate about social and environmental issues and may be interested in finding solutions together to the challenges of the energy transition. Consider how the company can engage them to help develop sustainability goals, develop energy transition plans, and implement sustainability initiatives.

Transparency and accountability are also important. Authentic engagement requires transparency and accountability. Clarify company's goals, strategy and progress in the energy transition and be ready to share updates and reports with young people. The company also open to feedback and happy to make changes based on stakeholder input.

The next key is to collaborate with youth-focused organizations. By partnering with youth-focused organizations, the company can reach young people and build authentic engagement. Look for organizations focused on sustainability, environmental issues or youth empowerment and explore opportunities to collaborate.

As employees, consumers, investors, and governments become increasingly concerned about climate change and environmental sustainability, companies recognized as leaders in the energy transition and sustainability should build positive reputations and are more likely to gain the trust of stakeholders.

There is a clear link between a company's approach to the energy transition and its reputation. Companies that are active in the energy transition and sustainability are more likely to be highly rated and gain the trust of their stakeholders. Moreover, if companies are making significant strides in the energy transition or taking steps towards it, they need to communicate this to the world through their stakeholders, with young generations becoming at the core of it.

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