What is the solar brand? According to Paula Mints of SPV Market Research, reporting from Solar Power International (SPI) last week, we don’t really have one. And that’s something the solar industry needs to work on, stat.
This common theme throughout the conference was prominent in Wednesday’s general session, “The View from Here: The Future of US Solar Industry.”
Insights from a homebuilder
The engaging panel discussion provided a number of enlightening perspectives. David Kaiserman, President of Lennar Ventures, stood out with his insights on the industry.
Lennar is a large corporation, but it’s best known as one of the nation’s largest homebuilders — one that offers solar as an option on many new homes. So they have a unique view into what motivates both home buyers and solar customers.
Kaiserman made it clear that he thinks consumers get solar:
“#Solar captures the mind and attention of consumers,” – David Kaiserman of @Lennar. #SPIcon
— Solar Industry (@SEIA) September 14, 2016
#Solar “is resonant with consumers”. David Kaiserman @Lennar, and @Enphase partner #SPIcon pic.twitter.com/NDl7ZA1ylF
— Deborah Knuckey (@Creating2030) September 14, 2016
Lots of things in new homes need explanation, solar does not – David Kaiserman of @LennarHomes at #SPICon #SolarIsNow
— Rosana Francescato (@SolarRosana) September 14, 2016
But that by itself is not enough to get people excited about solar and adopting it in larger numbers:
Solar is resonant with our consumers, but solar must maintain its relevance and stay exciting. – CEO @Lennar #SPICon
— Jeni Hall (@solarjeni) September 14, 2016
So what do we need to do? While all homes maybe “zero export” and produce their own power within 20 years, it will take some work to get there. Consumer perception will be key, so that’s what we need to work on:
Consumer perception will define whether solar becomes standard in new homes @Lennar #spicon
— PV Solar Report (@PVSolarReport) September 14, 2016
Talking to consumers in their terms
How do we change consumer perception and make solar standard — or even mainstream? Maybe we’ve been talking about solar all wrong.
Michael Maulick, CEO of SunLink, pointed out that energy is a given for most people:
“Energy is like water, you expect it to be there…so how do we work w/ utilities to integrate solar?” – Michael Maulick of @sunlink #SPIcon
— Solar Industry (@SEIA) September 14, 2016
People don’t want to think about the energy in their home, they just want their home to be powered #spicon
— PV Solar Report (@PVSolarReport) September 14, 2016
Guy Sella, CEO and Founder of SolarEdge, echoed that sentiment:
We may be delivering more moral electrons, but they’re still same electrons from customer’s point of view @SolarEdgePV #spicon
— Rosana Francescato (@SolarRosana) September 14, 2016
So we need a better way of talking about solar to consumers. We need to address them directly, said Kaiserman, and talk about solar in terms of their everyday life — not in a technical way:
We need to address lack of consumer resonance by talking to people directly – David Kaiserman at #spicon
— Rosana Francescato (@SolarRosana) September 14, 2016
To promote #solar: don’t talk technical, talk life! Exactly! #SPICon general session.
— Aimee Tuck (@AimeeMTuck) September 14, 2016
Head of @Lennar advocates talking to consumers re #solar in life terms vs. tech #SPIcon pic.twitter.com/NTKLb5L9dh
— GlennaWiseman (@GlennaWiseman) September 14, 2016
We may understand the technology, but that’s not an effective focus. Instead, said Kaiserman, we should connect with those who understand how to market to consumers.
Resonating with consumers to evoke passion about #solar is key driver to mass adoption says CEO @Lennar at #SPIcon
— GlennaWiseman (@GlennaWiseman) September 14, 2016
Google, Apple talk about #solar and press listens. Industry needs to talk more in consumer “speak” #SPIcon
— GlennaWiseman (@GlennaWiseman) September 14, 2016
How do we make solar inevitable?
Solar may be inevitable, as Maulick asserted. But beyond that, it has the potential to be of major importance to consumers, said Tom Kimbis, Interim President of the Solar Energy Industries Association (SEIA):
At #spicon: @tomkimbis: Solar has potential to be as big as internet #SolarIsNow
— Rosana Francescato (@SolarRosana) September 14, 2016
However, none of this is guaranteed, warned Kaiserman and Maulick:
But if you don’t deliver relevance says head @Lennar you will become next TiVo #SPIcon pic.twitter.com/q32cYWMHHe
— GlennaWiseman (@GlennaWiseman) September 14, 2016
If we don’t adapt we will become extinct – CEO @sunlink #SPIcon
— GlennaWiseman (@GlennaWiseman) September 14, 2016
Our goal, said Kaiserman, should be to get consumers to be makers of energy, not takers:
Give people opportunity to become energy givers instead of takers #WeAreSolar says @Lennar #SPIcon pic.twitter.com/AO52tbICP6
— GlennaWiseman (@GlennaWiseman) September 14, 2016
New #SPICon hashtag: #MakerNotTaker https://t.co/SOghiam04h
— PV Solar Report (@PVSolarReport) September 14, 2016
But as Craig Cornelius, Senior VP at NRG Energy, pointed out, we can only do that if we make solar simple:
Craig Cornelius @nrgenergy: We still have the habit of putting inconveniences on solar customers – need to remove that #spicon
— PV Solar Report (@PVSolarReport) September 14, 2016
The solar industry, he said, needs to take on those inconveniences and make it easier for people to go solar.
Opportunities and challenges ahead
Ultimately, we have a huge opportunity in a thriving industry:
Michael Maulick of @Sunlink: Solar is only industry where projections are lower than actual results! #spicon
— Rosana Francescato (@SolarRosana) September 14, 2016
But we need to claim that opportunity:
We have a huge opportunity ahead of us–consumers are excited about solar. Let’s claim our #BigBrandMoment. #SPIcon
— Clean Power Mktg Grp (@CleanPowerMktg) September 14, 2016
A call to action for the solar industry
The general session left us all feeling energized and ready to take action! What do we need to do?
To recap:
- Consumers get solar — it captures their attention and is resonant with them.
- But we can’t rest on that; we need to keep solar relevant and exciting.
- An electron is an electron is an electron. Most people don’t think about the energy in their homes; they just expect it to be there.
- To get them excited about solar, we need to talk to them in terms of their lives, not technology.
- We need to speak “consumer speak” and learn to market solar better.
- We need to keep it simple to go solar, and turn consumers into “makers not takers” of energy.
- We need to claim our #BigBrandMoment!
Are you ready?