Why 24/7 Clean Energy Is the Next Big Thing for Business

Jan de Vries · 2026-10-13

Running a business on clean energy every hour of the year is a demanding ambition. But 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. So when he says businesses are making real progress, it's worth listening. In this exclusive interview, he explains why he remains optimistic about the energy transition and where businesses can make progress. From round-the-clock clean energy to electrification and the European Green Deal, he discusses the opportunities available and the first steps companies can take to reduce their reliance on fossil fuels. ### Moving Beyond Offsets to Real Abatement In the past, businesses often bought certificates that would provide them with the ability to say, "We are carbon neutral. We've offset our emissions." But that's the old world of carbon abatement. We're now seeing businesses moving towards real carbon abatement, by which I mean they make sure it's not just over the course of a year that they reduce their emissions, but that every hour of the year they run on clean energy. 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. It's hugely challenging, but also very exciting. ### Why the Energy Transition Is Moving Faster Than You Think I'm an energy transition optimist because I've so often seen people say, "This is all going to be too difficult. It's not going to work. It's too expensive." Then, 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. I personally believe a lot of these challenges will be overcome through learning effects and innovation. Within that, businesses play a pivotal role. ### The First Steps to Cut Fossil Fuel Reliance The first step a company can take is to make a commitment to transition away from fossil fuels to clean energy carriers. Companies will then need help from people who know exactly how to do this, bringing in experts who can provide them with a road map towards meeting that ambition. > "The energy transition is delivered by businesses: the businesses building the infrastructure, creating opportunities for clean energy technologies to reach consumers, and developing the financial models people need to make the required investments." — Jan Rosenow ### How Businesses Are Delivering the Transition The energy transition is delivered by businesses: the businesses building the infrastructure, creating opportunities for clean energy technologies to reach consumers, and developing the financial models people need to make the required investments. There's a huge role for business in the energy transition. I see so much innovation coming out of companies small and large that I personally believe we are already pretty far ahead when it comes to the transition. ### The European Green Deal: A Once-in-a-Generation Opportunity The European Green Deal is a huge undertaking. It's a once-in-a-generation opportunity for Europe to transition away from fossil fuels towards clean energy. 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. 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. We know that from analysis by the International Energy Agency and other organizations that have done similar work. So if you're looking to cut carbon emissions, electrifying your operations—whether it's heating, transportation, or industrial processes—is a critical step. And with the rapid decline in renewable energy costs, the business case for electrification has never been stronger. ### Key Takeaways for Businesses - Commit to 24/7 clean energy, not just annual offsets. - Bring in experts to create a roadmap for your transition. - Take advantage of incentives like the European Green Deal. - Electrify everything you can, from heating to fleet vehicles. - Stay optimistic: the transition is happening faster and cheaper than expected. The bottom line? The shift to clean energy is not just good for the planet—it's a massive business opportunity. And as Rosenow points out, the companies that move early will be the ones that reap the rewards.