Gen Y 8216;doesn8217;t save energy8217;

8220;Without question,Gen Y8217;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 Y8217;s have on electricity and highlighted the role that social media plays in creating this reliance.

8220;Feedback from participants also indicated that Gen Y8217;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,8221; Smith said in a university release.

The findings also confirmed the 8220;effort8221; Gen Y8217;s associate with being environmentally friendly,and highlighted the role that parents play in curbing their electricity usage,say researchers.

8220;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.

8220;Yet paradoxically this is also the age of advances in energy hungry technology 8212; plasma TVs,iPods,iPads,smart phones and laptop computers are all affordable,common place and well-used items in Gen Y households.

8220;Environmental social marketing campaigns are therefore vital to ensure consumers are aware of and act to curb their electricity usage,8221; 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.