Since global warming moved onto the public agenda, social marketers have been trying to get people to use less electricity, most of which is generated by burning fossil fuels. Although younger people with years of life ahead of them are the most likely to be affected by climate change, they are not always inclined to reduce their power use. In fact, Monash University doctoral student Samantha Smith says members of Gen Y appear to be addicted to devices that use large amounts of electricity. Constant communication using smartphones and laptops has become part of everyday life for young people, who are likely to have televisions and computers on at the same time. For them, using less electricity would mean reduced communication with their social networks.
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