Seeding Appliance Efficiency in Brazilian Media

In Brazil, energy costs are skyrocketing while renewable capacity struggles to keep pace with increasing demand. During this unprecedented challenge, appliance and equipment energy efficiency stands out as an essential tool for managing energy demand and cutting costs.

In 2025, CLASP and Bori trained local journalists on the impacts and opportunities of appliance efficiency in Brazil, connecting the topic to real-world challenges faced by Brazilians, like increasing demand for space cooling. The program enabled reporters to deliver compelling and nuanced efficiency coverage to the public through mainstream media as Brazil geared up to host COP30 and interest in climate solutions peaked.

The impact was broad and immediate: Over 750 media stories on appliance efficiency were published in Brazilian media from the start of 2025 to COP30. Combined with CLASP’s other efforts, the initiative helped elevate efficiency at COP30, spotlighting it as a key climate solution at the year’s most important climate talks.

CLASP and Bori’s InfoEnergia Mentorship nurtured a new era of energy journalism in Brazil. The program aimed to equip local media with the training and contacts needed to integrate efficiency stories into regular reporting beats.

In many markets, journalists may lack the background needed to cover climate and energy topics and their impact. Regular reporting about the connection between appliance efficiency and key issues like cooling access, grid reliability, and cost of living is critical for building public awareness and political will.

A cohort of 25 participants, selected from a pool of 100 applicants, participated in the six-week, eight-session workshop. The sessions featured speakers from across the efficiency sector, from policymakers and technical experts to private sector leaders and academics. Journalists learned about the energy efficiency policymaking process in Brazil and heard first-hand insights about the economic, environmental, and livelihood impacts of efficient appliances within the national context, with specialized conversations on topics like cooling and energy equity in the Amazon.

Participants boasted bylines in dozens of Brazil’s most prominent media outlets—including Amazônia Vox, O Povo, and O Estado de São Paulo —and ranged from early career reporters to deeply established experts in the climate and energy reporting space. Nearly 70% of participants identified as women.

Each journalist published a final story that was submitted for the InfoEnergia Award, an accolade recognizing excellence in energy efficiency reporting. Journalist Cley Medeiros of Jornal A Critica was honored with the top award for his piece “Energy efficiency is ignored in 76% of air conditioning bids in the Amazon.” Reflecting on his experience in the program, Medeiros said, “For a long time, I’ve wanted to understand why the public sector has been unable to drive the energy transition we need here in the Amazon, so I am very happy for this opportunity. I want to thank my colleagues from InfoEnergia who were part of this journey. Thank you for being drivers of transformation in journalism!” [translated from Portuguese].