A survey conducted by Ibope and the Brazilian Association of Energy Traders (Abraceel), found that 84% of Brazilians consider electricity to be expensive or very expensive. In the survey, 55% of respondents stated that the high price is caused by taxes and 28% mentioned that the cause is the lack of competition in the sector. In addition, 80% of respondents mentioned that they would like to be able to choose their electricity operator and 63% would switch suppliers if this were possible.

When it comes to clean energy, 17% of respondents said they would choose their operator based on cleaner energy generation. In addition, 90% said they would like to generate their own energy at home. According to Abraceel, both the desire to be able to choose the energy supplier and to generate electricity at home grows as the interviewees' family income and education increase.