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

Jan de Vries · 2026-10-13

Running a business on clean energy every hour of the year is a demanding ambition. Dr Jan Rosenow sees it as one of the most exciting areas of innovation in cutting carbon emissions. An energy and climate policy specialist, Rosenow has advised organizations including the International Energy Agency, the United Nations, and the European Parliament. In an exclusive interview, he explains why he remains optimistic about the energy transition and where businesses can make progress. ### From Offsets to Real Abatement In the past, businesses often bought certificates that allowed them to claim carbon neutrality by offsetting emissions. But that's the old world of carbon abatement. Now, companies are moving toward real carbon abatement—ensuring they run on clean energy every hour of the year, not just on average. "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," Rosenow says. "It's hugely challenging, but also very exciting." ### Why Rosenow Is Optimistic Rosenow considers himself an energy transition optimist because he's seen predictions of difficulty and high costs repeatedly proven wrong. "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 notes. He believes learning effects and innovation will overcome many challenges, with businesses playing a pivotal role. ### First Steps for Companies The first step a company can take is to make a commitment to transition away from fossil fuels to clean energy carriers. Then, they need help from experts who can provide a road map toward meeting that ambition. "Companies will then need help from people who know exactly how to do this," Rosenow advises. ### Business's Role in Delivering the Transition The energy transition is delivered by businesses: those building infrastructure, creating opportunities for clean energy technologies to reach consumers, and developing financial models for investments. "There's a huge role for business in the energy transition. I see so much innovation coming out of companies small and large," Rosenow says. ### The European Green Deal: A Once-in-a-Generation Opportunity The European Green Deal is a massive undertaking—a once-in-a-generation opportunity for Europe to transition away from fossil fuels. "There are tremendous opportunities for businesses to benefit from the different incentives being put in place, be that for the buildout of renewables or to decarbonize the energy supply," Rosenow explains. The Green Deal will provide an immense platform and accelerator for the transition in Europe. ### Electrification: The Most Important Lever Electrification is the most important lever to lower emissions in the global economy. Analysis by the International Energy Agency and others shows that electrification can significantly reduce carbon emissions. For businesses, electrifying operations—from heating to transportation—is a key step toward sustainability. > "The energy transition is delivered by businesses." — Jan Rosenow In short, the path to cutting carbon emissions is clear: commit to clean energy, bring in experts, and embrace electrification. Companies that act now will not only reduce their environmental impact but also position themselves for a competitive advantage in the growing clean energy economy.