Powering the future: How youth are driving Malaysia’s green energy shift
These younger generations, even while navigating financial constraints, are more willing to embrace sustainable practices, underscoring their pioneering role in shaping a greener future.
L.R TURNER08 Feb 2025 03:00pm
Photo for illustrative purposes only. Photo: Canva
Committed to the environment, these young trailblazers are at the forefront, demanding bold changes in the nation's energy sector, as highlighted by the EY Energy Consumer Confidence Index.
The EY survey, conducted over three years and encompassing Malaysia, Indonesia and Singapore, reveals that 81 per cent of Malaysian respondents believe they are doing all they can to live sustainably.
Yet, they expect energy providers to step up and spearhead the energy transition, a sentiment strongly echoed by Gen Z and Millennials.
These younger generations, even while navigating financial constraints, are more willing to embrace sustainable practices, underscoring their pioneering role in shaping a greener future.
While Gen Z is committed to a cleaner energy landscape, the challenge of affordability looms large.
The survey reports that many consumers, including 31 per cent of Malaysians, hesitate to pay a premium for sustainable options.
Nonetheless, the younger demographic demonstrates a remarkable willingness to make financial sacrifices for the environment, highlighting their leadership in sustainable living.
In fact, a 2022 Nielsen study found that over 80 per cent of Gen Z globally is prepared to spend more on sustainable products, signalling a consistent trend that businesses must adapt to.
This readiness presents a golden opportunity for energy companies to innovate and offer affordable, sustainable solutions that align with the values of this eco-aware generation.
Empowered by technological advancements, Gen Z is equipped like never before.
Digital tools and platforms allow them to monitor and manage their energy usage efficiently, reinforcing the "three As" of energy—affordability, access and appeal.
Yet, the EY research indicates ongoing challenges: only 49 per cent of Malaysian respondents feel secure about energy affordability, and just over half are confident in their access to clean energy options.
These figures reflect a critical area where energy providers need to improve, ensuring they deliver on these fundamental aspects while earning consumer trust and engagement.
As Gen Z continues to lead the charge, fostering collaboration between the energy sector, government and individual consumers is essential.
This holistic approach not only supports Malaysia in achieving its decarbonisation goals but also sets a powerful example for other nations to emulate.
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