Let the Brazilian sun shine in: Building credibility for solar energy by developing research-based concepts and communication

Fabián Echegaray

INTRODUCTION

"Solar energy is the future of energy". Few remarks could bring together disparate players like Greenpeace and the International Agency of Energy,1) institutions usually perceived as speaking from opposite sides. Yet consensus around the immense possibilities of solar photovoltaic (SPV) technology to address our energy problems reveals that rare capability of coalescing those rallying around social and environmental interests and those acting based on mainstream business-minded principles. After all, if solar energy is the future of energy, then it is the future of our economy, and of how our businesses and society will be founded.

To be sure, growing economic pressures resulting from current energy shortages and price instability, along with mounting environmental pressures mobilizing action plans and agreements to revert climate change and develop carbon-neutral governance, place present models and future choices of energy in a decisive position. These factors situate energy choices as a critical touch point to ensure social stability and business sustainability. Hence, the imperative for countries and companies to move forward towards greater eco-efficiency and a cleaner and fully renewable energy matrix (see Alam et al, 1991; Giddens, 2010; Pasternak, 2000; Stern, 2011; Tolmasquim, 2007).