
More and more solutions are being developed for the moments when the sun is not shining and the wind is not blowing at times when electricity is needed. In addition to battery storage systems, there are options for simultaneous consumption and generation, such as hour matching, where electricity consumption is matched to the moments when sustainable energy is available. Hour matching is seen as an important instrument to accelerate the transition to a sustainable energy market and to ensure transparency and reliability. The large tech companies are even aiming for 24/7 coverage. (Image generated with Dall-E)
Why hour matching?
Many companies use renewable energy certificates (Guarantees of Origin, GOs) to green their electricity consumption. This means that a company buys a certificate that shows that a kilowatt hour (kWh) of green electricity has been generated somewhere at a certain time. However, there is no guarantee that this electricity was available at the time of consumption. However, more and more companies want to contribute to a CO₂-free energy supply and are setting more ambitious goals than just “green electricity on paper”. Regulators and investors are also looking more critically at sustainability claims, putting more pressure on companies to actually use 100% renewable energy at all times.
By applying hourly matching, companies ensure that their energy consumption is shifted to moments when there is a lot of sustainable electricity available, thereby reducing grid congestion and the use of fossil backup power plants. This makes the electricity system more robust and future-proof.
What is hour matching?
Hourly matching of electricity means that the electricity consumed is fully covered by renewable energy generated at that same moment (real-time). If a factory consumes 10 MWh of electricity in a certain hour, the same amount must be generated in that hour by a renewable source, such as a wind turbine or a solar park.
It plays an important role in the energy transition by better matching supply and demand for sustainable energy, leading to more efficient energy use and a reduction in CO₂ emissions.
The idea is to create a more direct link between electricity consumption and clean energy production, as opposed to the current practice of using annual averages to make energy consumption “green”. This means that devices and systems in, for example, offices or schools can be flexibly deployed to take advantage of periods of high green energy supply, without compromising on comfort or convenience.
How does it work?
Hourly matching specifically looks at whether the electricity consumption in each individual hour matches the production of renewable energy in that same hour. This requires real-time monitoring and data exchange between energy producers and consumers. This requires a combination of technologies and strategies to absorb the variability of renewable energy sources, such as solar and wind. For example, a data center that uses 10 MWh of electricity at 15:00 must be able to demonstrate that 10 MWh of renewable energy (such as wind or solar) was available and consumed at that same time.
There are several technologies and conditions that play a role:
- Energy Storage: Storing excess energy during high production periods to use during low production periods is crucial. Lithium-ion batteries are a common technology for large-scale energy storage. These batteries can respond quickly to fluctuations in supply and demand, making them suitable for balancing the electrical grid.
- Supply and Demand Flexibility: Adjusting energy consumption to the availability of renewable energy, also known as demand response, helps balance the grid. This can involve turning on devices or processes when there is a surplus of renewable energy and turning them off or down during shortages. For companies with data centers, this can mean shifting computing tasks in time or location to take advantage of available renewable energy.
- Power Purchase Agreements (PPAs): Companies can enter into direct agreements with renewable energy producers to ensure a steady supply of green power. These contracts, known as PPAs, provide price stability and encourage the development of new renewable energy projects. PPAs can be tailored to the specific needs of both parties and are no longer just for large companies; medium-sized companies can benefit as well.
- Geographical distribution of production: By geographically distributing renewable energy sources, the impact of local weather conditions can be reduced . For example, when it is cloudy in one area, the sun can shine elsewhere, making the total energy production more stable. This principle is used by companies with multiple locations to better align their energy consumption with the production of renewable energy.
- Advanced grid management techniques: The use of advanced algorithms and real-time optimization helps manage systems with flexible energy sources. These methods ensure more efficient use of resources and better integration of renewable energy into the electricity grid.

Practical examples
An energy company like Eneco advises companies by helping them synchronize their energy consumption with the generation of sustainable energy. This is done by means of services that provide insight into when green energy is available, so that consumption can be adjusted accordingly. The result is that companies can switch to 100% CO2 free every hour of the day.
There is also a lot of research being done. A practical example is the research project 'Hour Matching' of the Amsterdam University of Applied Sciences (HvA) . This research investigates how climate control systems in buildings can be set to heat up or cool down at times when there is a surplus of sustainable energy. This not only helps to optimize energy consumption, but also contributes to a more stable and sustainable energy grid.

Advantages
- Better integration of renewable energy: It stimulates investments in storage technologies (such as batteries) and flexible energy sources to bridge the mismatch between generation and consumption.
- Increased reliability: It makes clear how much renewable energy is actually used and prevents 'greenwashing'.
- Transparency: Companies can report transparently on their actual contribution to sustainable energy.

Challenges
- Technological complexity: It requires sophisticated systems to track and link energy consumption and generation on an hourly basis.
- Storage availability: Because renewable sources such as solar and wind are dependent on weather conditions, storage solutions such as batteries or hydrogen are needed to absorb peaks and troughs in production.
- Costs: It is generally more expensive than using annual energy certificates, because a balanced energy balance is continuously being worked on.
The difference between hourly matching and 24/7 matching
There is a subtle but important difference between hourly matching and 24/7 matching in the context of renewable energy. Hourly matching is about the consumption of electricity per hour that is matched to the production of renewable energy. This becomes especially relevant in green hydrogen production, where from 2030 onwards the rule in the EU will be that hydrogen only counts as "green" if the electricity used is generated sustainably within the same hour.
24/7 matching goes one step further: here the aim is to continuously cover the entire electricity consumption with renewable energy, every hour of the day, every day of the year.
This means that companies like Google and Microsoft are not just trying to use green energy every hour, but are also trying to use carbon-free energy consistently over longer periods of time, without relying on certificates or annual averages. This concept is more complex, as it requires a mix of technologies, such as battery storage, flexible demand response and a broad portfolio of renewables spread across multiple locations.
This concept is more complex as it requires a mix of technologies, such as battery storage, flexible demand response and a broad portfolio of renewable energy sources spread across different locations.

Examples of 24/7 matching
- Google : Has an ambitious plan to run all of its data centers on 24/7 green energy by 2030. This means that Google wants to use clean energy sources, such as wind and solar power, to power its operations at all times of the day. (See also this article .)
- Microsoft : Is working on technologies to enable real-time energy matching. This means they aim to match their energy consumption to the availability of renewable energy sources, so that their data centers and other facilities are powered by clean energy at all times of the day. This is part of their broader goal to be carbon negative by 2030.
- Microsoft has partnered with Vattenfall to power its data centers in Sweden with 100% renewable energy, with a focus on real-time matching of energy consumption and generation. (See also this article .)
- Microsoft also signed an agreement with Constellation to power a data center in Virginia with nearly 100% clean energy, using real-time matching of regional clean energy generation and demand.
- EU legislation : From 2030, producers of green hydrogen will be required to apply hourly matching. This means that the electricity used for the production of hydrogen must be generated in the same hour as the electrolysis takes place, to ensure that the hydrogen production is truly green.
Want to know more?
The following organizations share experience and insights.
US Environmental Protection Agency (EPA): The EPA provides a comprehensive explanation of 24/7 hour-to-hour electricity matching and its benefits for a carbon-free electric grid.
NewClimate Institute: A Q&A briefing highlighting the importance of 24/7 renewable energy matching and discussing technical issues compared to other approaches such as the Emissions First Partnership.
World Resources Institute (WRI): An analysis of recent progress in 24/7 carbon-free energy and what is needed to further implement this concept.
Euractiv: An opinion piece on how 24/7 carbon-free energy matching is a game-changer for corporate sustainability and how it is gaining traction in Europe.
European 24/7 Hub: A platform bringing together companies, energy suppliers and other stakeholders to promote the adoption of 24/7 carbon-free energy.
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