An international team, led by Samantha Smith at Monash University, has explored the environmental opinions of Gen Y -- commonly seen as people aged 13 to 30 -- students and found few feel the need to conserve energy.
"Without question, Gen Y's are big users of technology as multiple aspects of their life involve and rely on online technologies. The results of the research confirmed the heavy reliance Gen Y's have on electricity and highlighted the role that social media plays in creating this reliance.
"Feedback from participants also indicated that Gen Y's are dismissive of the impact they can and do have on the environment and that, when electricity is restricted, it is not uncommon for Gen Ys to experience a degree of stress," Smith said in a university release.
The findings also confirmed the "effort" Gen Y's associate with being environmentally friendly, and highlighted the role that parents play in curbing their electricity usage, say researchers.
"In this age of climate change, reducing greenhouse gas emissions and using energy more efficiently it is vital to ensure the future health of the environment.
"Yet paradoxically this is also the age of advances in energy hungry technology -- plasma TVs, iPods, iPads, smart phones and laptop computers are all affordable, common place and well-used items in Gen Y households.
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"Environmental social marketing campaigns are therefore vital to ensure consumers are aware of and act to curb their electricity usage," Smith said.
In order to encourage Gen Y to be both mindful of how they use electricity and of their need to reduce it, the researchers claim it is important marketers have a better understanding of the relationship Gen Y has with electricity and the factors that influence the way they use it. PTI MOT MOT