Engaging the Next Generation: the role of youth in promoting demand response participation in Ghana

Ghana’s energy sector struggles with power shortages (“dumsor”), increasing demand, and its reliance on fossil fuels. While Demand Response (DR) programs could improve grid stability and renewable integration, low participation persists due to awareness gaps and cultural barriers. This study examines youth (15-35 years) as potential DR catalysts, bridging digital literacy and traditional household decision-making. Through a mixed-methods approach (comprising 400 surveys, six focus group discussions, and 12 interviews), we found that urban youth had higher DR awareness (mean = 3.47) compared to rural youth (mean = 2.67). However, rural areas showed better energy-saving behaviors through community trust networks. Hybrid digital-community approaches (social media + radio) boosted engagement by 18-30%, outperforming top-down policies. Successful models from Kenya (Green Schools) and South Africa (#PowerShiftSA) demonstrate scalability. Key recommendations include integrating the DR curriculum, establishing youth task forces, and implementing mobile enrollment platforms. The research positions youth as active energy stakeholders, offering a framework for sustainable transitions in similar contexts through intergenerational engagement and culturally-adapted policy reforms.