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Bringing Solar to the Mainstream through Customer Education

By Isabelle Christensen, PhD

Just dealing with our daily lives keeps most of us too busy to worry about whether or not the climate is changing. We focus on getting to and from work, paying our bills, doing our errands and, if our time-stressed schedules allow, enjoying a little time to relax with friends and family.

Recent high-profile mass advertising campaign from Mr. Al Gore and Mr. T. Boone Pickens has raised mainstream awareness on both climate change and America's future energy supply. There is tremendous opportunity for the solar industry to continue to educate the general public and potential customers about solar. Most manufacturers and installers' marketing messages focus primarily on economic returns.

Companies that reported on sustainability did better than those that didn't on indicators like higher gross margins and returns on sales because they were lean in their operations and saved on input costs, including saving on energy costs, adds the report. Since energy prices are rising and carbon pricing policies are in vogue, such companies are predicted to continue to benefit from sustainable practices. Profitability of such companies can be also attributed to consumers putting a premium on products produced in an environmentally friendly manner. Even companies outside of the renewable energy industry have seen great benefits from their commitment to sustainability.

Noting that sustainability is a business imperative today because it keeps investors and other stakeholders informed about regulatory and market pressures that a company faces, the report adds that various stakeholders also develop confidence in a company that reduces input costs, which is good for its financial sustainability.

The solar industry can apply lessons learned from these industries and collectively develop a marketing standard in educating their customers. As it gains mainstream acceptance, the industry will need to establish standards in order to maintain its integrity.

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