How the Corporate Sector Is Changing Its Approach to Procuring Green Energy: Key Insights from Reuters

Due to changes in renewable energy procurement highlighted by Reuters, the corporate sector is shifting from declarations of “green” branding to actual hourly matching of energy consumption with carbon-free generation — the 24/7 Carbon-Free Energy (CFE) standard. This shift is not only strategic but also has clear geographic and economic implications for energy markets worldwide, including Ukraine.

What is 24/7 Carbon-Free Energy and why does it matter?

The 24/7 CFE model requires hour-by-hour matching of electricity consumption with equivalent volumes of low- or zero-carbon energy. According to Reuters, more than 170 companies and organizations are already implementing this approach within the UN 24/7 Carbon-Free Energy Compact, and it is increasingly replacing traditional long-term PPAs (Power Purchase Agreements) as the standard for corporate clean energy procurement.

This new model is significantly influencing investment decisions in renewable generation, energy storage systems, and smart grid infrastructure, as well as accelerating the development of technologies that can maintain stable supply despite variable generation.

Which regions will feel the shift first?

🇪🇺 Europe — driven by regulation and corporate leadership

The EU is preparing to introduce the Carbon Border Adjustment Mechanism (CBAM), which will require hourly matching of clean energy as a criterion of environmental compliance starting in 2026. This means companies exporting goods to the EU will be incentivized to procure energy that meets 24/7 CFE standards rather than relying on traditional PPAs.

Under this pressure, Europe is rapidly developing:

• high-capacity renewable energy infrastructure,

• smart grid systems,

• digital platforms for hourly energy certificates.

This trend is especially strong in countries with major corporate energy consumers — Germany, France, the Netherlands, and Scandinavia — where many large manufacturers and tech companies already deploy or plan to deploy 24/7 CFE strategies.

🇺🇸 United States — corporate demand reshaping the PPA market

Although the U.S. lacks a unified regulatory framework like the EU, corporate renewable procurement has long been a major market driver. Large tech companies (Google, Microsoft, Amazon) routinely sign gigawatt-scale PPAs for solar and wind projects, making the U.S. one of the largest PPA markets globally.

Here, the adoption of 24/7 CFE is pushed by market competition and corporate Net-Zero ambitions, rather than regulatory pressure. This is already stimulating new renewable construction and increasing demand for batteries and flexible energy solutions.

🌏 Asia–Pacific — poised for the fastest growth

Analysts note that the Asia–Pacific region (APAC) will have the world’s fastest-growing energy demand, potentially reaching 43% of global electricity consumption by 2030. Corporate demand for clean energy already far exceeds available renewable generation, requiring massive investment expansion.

Countries such as South Korea, Japan, Australia, China, and India may therefore become major growth hubs for renewable energy and 24/7 CFE solutions.

How does this affect Ukraine?

📌 Stimulus for new standards and certification

Ukrainian companies integrated into European and global supply chains will need to align their energy strategies with hourly matching of clean energy to maintain competitiveness in EU markets. This may accelerate demand for:

• flexible VPPs (virtual power plants),

• microgrids,

• energy storage systems,

• certified hourly energy-tracking mechanisms (EnergyTag and similar).

📌 Strengthening energy security and integration with ENTSO-E

Ukraine is already synchronized with the European ENTSO-E energy system. This provides opportunities for:

• exporting clean energy certificates,

• participating in balancing markets,

• integrating corporate clean-energy solutions into broader European energy frameworks.

The development of 24/7 CFE-oriented systems can therefore support Ukraine’s energy security while opening new avenues for internationally oriented companies.

📌 Challenges and barriers for Ukraine

However, to implement 24/7 CFE and related corporate strategies, Ukraine must address several key challenges:

• insufficient local renewable generation capacity,

• need to expand distributed generation and energy storage,

• regulatory and certification barriers complicating integrated hourly clean-energy reporting.

These challenges are similar to those faced by emerging markets but are intensified in Ukraine by geopolitical and economic conditions.

Conclusion

The global corporate shift toward 24/7 Carbon-Free Energy is not just a technological trend — it represents a structural transformation of the entire energy market, one that:

• establishes new standards for corporate responsibility,

• stimulates investment in renewables, storage, and digital energy services,

• creates diverse challenges and opportunities across different regions of the world.

For Ukraine, this transition may become both an opportunity to strengthen its position in export markets and a catalyst to accelerate the transformation of its own energy infrastructure toward a more flexible, distributed, and digitally managed system.