News Desk: The young generation, which is showing concern over global warming and scarcity of natural resources, is unwilling to save energy even though they are the biggest users of it – a recent study has claimed.


Samantha Smith, a doctoral candidate in marketing from the Monash University, who is researching on Gen Y students has revealed that Gen Y, that is people aged between 13 to 30 years, who greatly depend on power intensive devices like iPods and laptops, iPhones, ignore the call to conserve energy despite rising environmental concerns.


Smith describes that now we are moving in an age of high technology. We use power consuming equipments like plasma TVs, iPods, iPads, smart phones and lap top computers etc. All of them are affordable and hence widely used by a huge number of people across the world 24*7. Further, in a household with Gen Y, these equipments are a most.


Although these devices are used a lot, only a few numbers of people from Gen Y feel the need to conserve energy despite environmental messages – the study advocates.


"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," says Smith.


Hence, Environmental social marketing campaigns are vital to aware the users to limit electricity usage – the research urges.


Smith will be presenting her findings at the 41st Annual European Marketing Conference that is to be held at the ISCTE Business School in Lisbon, Spain this month.

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