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The Shift in Solar


Candidly stated in an article published by Shelton Group, a sustainable energy marketing firm, “In 2008, solar owners were rich conservatives (mostly in California) who were tired of blackouts and the soaring prices triggered by deregulation.” This isn’t the case in 2015.

According to Shelton group, and as reported by Professional Builder, solar panels continue to become more mainstream, especially as PV panel costs declined 20% in both 2011 and 2012. The increase in affordability and accessibility has presented homeowners with a practical, energy-efficient home improvement. Panels are popping up on traditional brick ranchers and three-bedroom, vinyl starters – not just McMansions.

Even though the target population for solar has greatly shifted and expanded, Shelton Group reports, “the underlying purchase drivers (control and independence) remain the same and connect with two closely related, cultural macro-trends: the on-demand economy and self-reliance.