Young Generation – Students and Trainees
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Characteristics:Have high environmental awareness, spare time, but only a small budget
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Potential role:Consumers, Multipliers
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Age:16 to 28 years
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Financial status:no money left
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Location:rather urban areas
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Household size:1 to 6 people
Communication messages
Key messages to reach students and trainees
While many key messages apply to all target groups, there are also some special key messages that can help you get through to students and trainees.
✓ You can be part of an energy community without having to contribute financially.
✓ Motivate your family to join an energy community.
✓ Learn more about renewable technologies first-hand.
✓ The time you spend on the project is time spent on climate protection.
Avoid these messages
→ Statements that are too complicated to understand
→ Unclear information about the costs
→ Unnecessary focus on financial investment, because this group cannot invest
About students and trainees
Financial payback versus environmental concerns
The young generation is aware of the environmental situation and is very concerned about the future. As a result, they are willing and able to motivate others in their peer group (roommates, friends) to participate in collective actions (as consumers rather than investors since financial considerations tend to take a back seat). In addition, they can raise awareness in their families about environmental issues and community energy benefits. They can also motivate their parents to become active and invest.
Attitude towards green energy
As a rule, students and trainees attach great importance to green energy. They even see it as their duty to become active and do something for their own future. They are keen to take action.
Open versus apprehensive towards new technology
The young generation as digital natives are not afraid to embrace the newest technologies and are eager to understand how they work. Although it is not necessary to deal with technical issues when actively participating in energy communities, communication materials should offer the possibility to learn about them in detail.
Community spirit
The young generation is well connected locally via their activities, studies, training, etc. They may already be active in initiatives, for example in the Fridays for Future movement. They are open to making new contacts, proactively networking and getting involved in new activities and interesting projects. Community energy can be presented to them as as a new opportunity to meet new like-minded people.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Financial dependence on parents and no income of their own yet
Touchpoints: How to come into contact with students and trainees
How do I reach students and trainees?
To see how to engage your audience, view our step-by-step guides and white label materials. To inform students and trainees specifically, these actions may help:
→ Factsheets
→ Social media (e.g. Facebook or Instagram)
→ Presentations
Where do I reach students and trainees?
→ Local/regional events
→ Events for students (set-up of an information stand)
→ Environmental movements/demonstrations (e.g. Fridays for Future)
→ Clubs and associations (sports, music, climate justice, youth, etc.)
→ Schools and universities (getting information on the topic, presentations in class)
→ Libraries
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Consumers and How to reach Multipliers.