Why 24/7 Clean Energy Is the Next Big Business Shift

Jan de Vries · 2026-10-13

Running a business entirely on clean energy, every hour of the year, sounds like a stretch. Dr. Jan Rosenow sees it as one of the most exciting frontiers in cutting carbon emissions. He's an energy and climate policy specialist who has advised the International Energy Agency, the United Nations, and the European Parliament. In this exclusive interview with Tabish Ali, he explains why he stays optimistic about the energy transition and where companies can actually make progress. ### The Shift From Paper Carbon Neutrality to the Real Thing For years, businesses bought certificates that let them claim, "We're carbon neutral. We've offset our emissions." Rosenow calls that the old world of carbon abatement. What's replacing it looks different. Companies are now chasing real abatement, meaning they don't just balance emissions over a year. They run on clean energy every single hour. "We're seeing a lot of companies moving into that space of 24/7 clean energy, and that is where a lot of the innovation is happening," he says. "It's hugely challenging, but also very exciting." ### Why He Believes the Transition Will Keep Speeding Up Rosenow has heard the same objections for years. Too difficult. Won't work. Too expensive. Then you fast forward a decade or two, and the transition has moved faster than almost anyone predicted. It's come cheaper too, with costs falling further than expected. > "I'm an energy transition optimist because I've so often seen people say, 'This is all going to be too difficult.' Then the transition happens faster and cheaper than predicted." He credits learning effects and innovation for much of that progress, and he's clear that businesses sit at the center of it. ### The First Steps for Companies Cutting Fossil Fuel Reliance If you're wondering where to start, Rosenow keeps it simple. Step one is making a real commitment to move away from fossil fuels toward clean energy carriers. Step two is getting help. Bring in people who know exactly how to do this, and let them build you a road map toward that ambition. - Commit publicly to transitioning away from fossil fuels - Bring in experts who can map a realistic path forward - Track progress hourly, not just annually - Treat clean energy as an innovation opportunity, not a compliance cost ### Businesses Are the Ones Delivering the Transition The energy transition doesn't happen through policy alone. It's delivered by businesses building infrastructure, getting clean energy technologies to consumers, and developing the financial models that make investment possible. "There's a huge role for business in the energy transition," Rosenow says. He sees so much innovation coming out of companies, small and large, that he believes we're already further ahead than most people realize. ### What the European Green Deal Opens Up For companies operating in or selling into Europe, the European Green Deal is a once-in-a-generation opportunity to move away from fossil fuels. It's a massive undertaking, and it comes with real incentives. Those incentives cover the buildout of renewables and the decarbonization of energy supply. For businesses paying attention, the Green Deal acts as a platform and an accelerator for the whole transition. ### Why Electrification Is the Biggest Lever Ask Rosenow what matters most, and he points to electrification. Analysis from the International Energy Agency and others shows it's the single most important lever for lowering emissions across the global economy. In short, the businesses that electrify early, commit to round-the-clock clean energy, and bring in the right expertise will be the ones best positioned as the transition keeps accelerating.