Power up for change! How E.ON next is navigating the uncharted emotional terrain of eco-anxiety

Kimberley Howard, Adele James, Kelly McKnight and Emma Webster

Eco-anxiety has been on the rise for the past decade and is particularly prevalent in younger people, with those affected less likely to engage in positive climate action as they feel too overwhelmed to act.

Introduction

Eco-anxiety is “a chronic fear of environmental doom” (APA, 2017). It comes with “feelings of loss, helplessness, frustration and guilt, as the sufferers feel they are unable to stop climate change”. Eco-anxiety has been on the rise for the past decade, and is particularly prevalent in younger people. Those affected by eco-anxiety can be less likely to engage in positive climate action, as they feel too overwhelmed to act. In recognition of this psychological barrier to environmental action E.ON Next, an energy provider, devised #PoweredUpForChange. A future-facing brand campaign that sought to directly address eco-anxiety in Gen Z by...

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