The 24/7 Clean Energy Shift: What Jan Rosenow Reveals About Cutting Emissions

Jan de Vries · 2026-10-13

Running a business on clean energy every hour of the year sounds like a tall order, right? But Dr. Jan Rosenow sees it as one of the most exciting areas of innovation in cutting carbon emissions. As an energy and climate policy specialist, he's advised heavyweights like the International Energy Agency, the United Nations, and the European Parliament. In this exclusive interview with Tabish Ali of the Motivational Speakers Agency, Rosenow explains why he's optimistic about the energy transition and where businesses can make real progress. ### The Shift from Offsets to Real Abatement In the past, businesses often bought certificates to claim carbon neutrality. "That's the old world of carbon abatement," Rosenow says. Now, companies are moving toward real carbon abatement—ensuring they run on clean energy every hour of the year. "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 notes. It's challenging but exciting. ### Why Rosenow Is Optimistic Rosenow remains an energy transition optimist because he's seen predictions of doom fall flat. "When you fast forward a decade or two, you see the transition has been faster than most people predicted. It has been cheaper, and costs have fallen more than expected," he says. He believes learning effects and innovation will overcome challenges, with businesses playing a pivotal role. ### First Steps for Companies So where should a company start? Rosenow advises making a commitment to transition away from fossil fuels to clean energy carriers. Then, bring in experts who can provide a road map. "Companies will need help from people who know exactly how to do this," he says. ### Businesses as Drivers of the Transition Businesses are not just participants; they're the ones delivering the energy transition. They build infrastructure, create opportunities for clean energy technologies, and develop financial models. "There's a huge role for business in the energy transition. I see so much innovation coming out of companies small and large," Rosenow emphasizes. ### The European Green Deal: A Once-in-a-Generation Opportunity The European Green Deal is a massive undertaking—a once-in-a-generation chance for Europe to move away from fossil fuels. "There are tremendous opportunities for businesses to benefit from the different incentives being put in place," Rosenow says. The Green Deal will accelerate the transition across Europe. ### Electrification: The Most Important Lever Electrification is key to lowering emissions globally. "Electrification is the most important lever to lower emissions in the global economy," Rosenow states, citing analysis from the International Energy Agency. By switching to electric technologies, businesses can significantly reduce their carbon footprint. > "I'm an energy transition optimist because I've so often seen people say, 'This is all going to be too difficult.' Then, when you fast forward a decade or two, you see the transition has been faster than most people predicted." – Jan Rosenow ### What This Means for Your Business The message is clear: the transition to clean energy is happening, and businesses that embrace it will reap the benefits. Whether through 24/7 clean energy, electrification, or leveraging the European Green Deal, there are ample opportunities to cut emissions and save money. As Rosenow puts it, "We are already pretty far ahead when it comes to the transition." So, take that first step today.