With a scenario marked by political instability, economic pressure, presidential elections, and even the World Cup, the year 2026 is already shaping up to be one of the most complex in recent times.
But in the energy sector, the challenge goes beyond the macroeconomic context: this year will be a watershed moment, separating those who operate with strategic planning from those who still operate on improvisation.
This is the analysis of Bernardo Marangon, a specialist in the Brazilian electricity sector. The Director of New Business at Canal Solar He states that 2026 will not be a simple year, and that the decisions made now will play a decisive role in future outcomes.
"2026 will be decided by the decisions you make now, not by the market," he summarizes.
2025: The year predictions came true.
At the beginning of 2025, Maragon I had already warned about trends that were confirmed throughout the year. One of them was the accelerated advancement of solar and wind energy, which clearly highlighted a known but neglected problem: the intermittency of generation and the limitations of the grid infrastructure.
The result? A significant increase in curtailment events, when renewable energy generation needs to be reduced or cut off simply because there is no way to distribute it. Generation has grown faster than the electrical grid's capacity to absorb and distribute that energy.
“Curtailment is no longer the exception. By 2025, we saw frequent cuts in solar and wind power generation because the grid couldn't handle the volume produced,” Bernardo points out.
Another strategy that materialized was the practical adoption of storage systems. Batteries, which until recently were mostly discussed at events and in theoretical panels, have begun to be effectively implemented, especially as "behind the meter" solutions, serving medium-voltage customers.
Despite the progress, the economic limitations also became evident. The expert emphasizes that batteries are not a magic solution, and that projects that attempt to store all solar energy during the day to inject it at night still face low economic viability.
Three major drivers for 2026
According to Bernardo, 2026 will be a turning point driven by three structural movements in the sector.
Solar energy: the end of easy growth
The solar sector has reached market maturity. Projects continue, mainly those close to the load, but the era of almost automatic growth is over. "It's not the end of solar energy, it's the end of easy growth," he summarizes.
Today, competition demands strategic positioning, operational efficiency, and genuine differentiation. Professionals and companies that thrive are those that approach marketing strategically and cultivate a well-developed relationship with their clients.
Battery-powered storage: from trend to strategic necessity
Energy storage is becoming a competitive differentiator. Applications such as backup, energy security, peak shaving, and price arbitrage are gaining prominence.
However, selling batteries requires a technical and value-focused approach. Those who try to sell batteries as if they were solar panels, without clearly explaining the technical and economic benefits, tend to miss the market.
“Beyond the economic benefit, the battery delivers technical and strategic value. If you don't know how to communicate that, you won't be able to sell it,” warns Bernardo.
Electric mobility: the next frontier
The advance of electric mobility It was surprising in 2025, and promises to be even stronger in 2026. The demand for charging infrastructure, such as charging stations, charging points, and installation services, becomes a real business opportunity.
Furthermore, there is a direct impact on energy consumption. According to Marangon, energy bills can double when a customer buys an electric car.
"The electrification of mobility is further boosting the electricity sector. Anyone who isn't paying attention to this will miss a great opportunity," he added.
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