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By Laureen Peck, Vice President of Marketing, Solar Energy World
Many consumers, even those who consider themselves greenies, won’t bother to investigate purchasing solar energy systems for their home. Even the smartest consumers among us have a difficult time understanding how solar could possibly be a viable, affordable energy choice. Many of us just don’t “get it”. This disconnect happens for the simple reason that communication about the personal benefit solar can bring to a homeowner as well as the economic benefit it can bring to our nation is lacking.
First, the American news media (and not just AM radio or Fox News) has done a terrible job of articulating how solar energy is actually a responsible energy choice for American homeowners. We Americans are bombarded daily with news stories that support our addiction to fossil fuels. For example, there are twice as many news stories about the Keystone Pipeline and the economic benefits it might bring to America, than there are about the economic benefits that solar energy is providing. In addition there is a lot of noise made by politicians and pundits who seem almost gleeful when an American company like Solyndra fails because this supports their political viewpoint that there is no market in America for solar.
Of course, this is total nonsense. When the horseless carriage was first invented, some start-up auto manufacturers went out of business, but obviously others survived and prospered. Those who are selling the idea that solar is not ready for prime time and so should be ignored either do not know what they are talking about, or stand to benefit from killing competitors to the fossil fuel industry.
The fact is that the solar energy industry is actually booming and as a result, it is creating lots of green jobs every year. Solar industry leaders in America are working hard to make the USA a leading manufacturer and exporter of solar technologies with the goal to one day we can outperform China. However, stories about the positive economic benefits of solar are few and far between.
The marketing and advertising done by solar panel installation and solar manufacturing companies is not working as well as it could either. Aside from California based REC’s “Expose Solar” campaign, most solar installation companies have mediocre advertising that looks and sounds the same and contains a lot of technical jargon that might appeal to fellow engineers, but not so much to consumers.
I was hired by Solar Energy World recently to head up marketing and I can see that I have many communications challenges to overcome. What I have learned so far is that most consumers already understand that solar is better for the environment. Some even understand the potential for a strong return on investment that installing a home solar system on their home can bring. However, the falsehoods and misconceptions about solar energy for homeowners still dominates the discussion, dampening the enthusiasm of those who might be perfect candidates for home solar, stopping them from investigating further.
So, I will be working hard over the next years to help dispel some of the misinformation that is spewed out by the media and others who stand to benefit from keeping the status quo alive. (Stay tuned. A new ad campaign is coming soon.) In the meantime, here is a list of some of the most common falsehoods consumers hear (and many believe) every day:
FALSEHOOD: Solar Isn’t Affordable.
TRUTH: Solar PV technologies have declined in price every year since they were introduced onto the market, driven by improved research and development, and most of all by steady increases in sales volume. Every solar panel purchased makes the next one cheaper, in stark contrast to non-renewable sources, which become scarcer and more expensive with every ton burned. In addition, most states and the federal government offer generous solar rebates, tax credits and other incentives available that make it much more affordable for homeowners.
FALSEHOOD: It takes too long to get a return on my investment.
TRUTH: Homeowners will see a return on investment in a few years, not in decades.
FALSEHOOD: Solar is only a cottage industry and appeals to small niche markets.
TRUTH: The solar industry segment has been growing by more than 35% per year over the past 2 years. In 2001, PV module shipments closed in on the 400-megawatt mark, representing a $2.5 to $3 billion market. The U.S.-based industry itself is now approaching $1 billion per year and providing 25,000 jobs. It’s expected to grow to the $10-$15 billion level in the next 20 years, providing 300,000 jobs by 2025. This sustained growth exceeds that of the semiconductor industry. A market shift has sparked the recent growth in the PV industry. It has shifted from almost completely remote, off-grid, and consumer products to nearly 60% grid-connected, distributed power. And these applications don’t represent small niche markets. They represent the significant growth path for PV — the true distributed power source.
FALSEHOOD: Current solar technology will soon be outdated and I will have to pay for an upgrade.
TRUTH: Solar is a technology that has been around for decades. Although the industry has been experiencing record growth, the technology itself remains stable and dependable.
CAN WE HELP YOU “GET” SOLAR? To receive a thorough consultation to explore how solar could work for your home and budget, schedule an appointment with one of our solar consultants by clicking here: www.solareworld.com. You might be surprised by what you learn.
Laureen Peck: info@solareworld.com
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2 Responses to “Do You Get It?… Home Solar Isn’t Really That Complicated”
Please feel free to leave a comment below. Here's what others had to say:
You hit the nail on the head with politicians and pundits opposing solar and other renewable energies. The United States Energy Policies have favored the big 3 auto makers and oil companies for decades. It is no wonder, as a nation, we are addicted to foreign oil. We need change and Solar Power is some of the change we need. Solyndra failed for reasons other than Solar being a marketable technology in America. Solar is poised to improve our economy and reduce our dependecy on other nations. A great example is Denmark. In the early 1980′s Denmark decided to shift their energy policies towards renewables and a strong concentration on becoming a more efficient nation. Since, their economy has grown 70% with an unemployment rate below 2% and most importantly, a zero % dependecny on foreign oil. Denmark’s policies are an example of great leadership. Unfortunately, Americans can not trust our irresponsible leaders to make responsible choices. It starts with YOU & I
Amen to that Robert! And note – Denmark is not known for being sunny.