Hi all,
Interest in and awareness of community solar have been growing in the United States, yet this has not translated to higher enrollment rates, particularly among low-income households. This critical awareness-to-action gap is due to program-level problems, according to a recent study. These include knowledge deficits about how community solar works, enrollment complexity, concerns about service reliability, and low levels of trust. Community solar is a shared solar power program whereby multiple participants, including individuals, businesses, non-profits, and other investors, benefit from a central solar installation without the need to install solar panels on their own properties.
Below are the key barriers to enrollment, in further detail:
Knowledge & understanding
Participants often confused community solar with rooftop solar. When introduced to the concept of community solar, participants did not understand its mechanics. One participant said, “I don’t understand how energy will come from a mysterious location?” (Female, Illinois, 2023). The idea of benefiting from solar energy without installing solar panels was new to many participants, highlighting a significant gap in understanding.
Enrollment complexity
Interestingly, financial savings were a motivator but were not enough without ease of access. Some participants were unclear about the enrollment process: “I know about the idea of community solar, but I don’t know if it’s available in my area… I don’t know the exact process or steps to sign up”. Further, the complexity of managing multiple bills was cited as a deterrent: “[Two bills] sounds like more of a headache” (Male, Boston, 2024). These practical barriers seemed to outweigh the benefits for many participants.
Trust & reliability
Reliability of service was a recurring concern. Participants wondered whether distance from solar farms or weather conditions would impact energy quality. Negative experiences with third-party energy suppliers also fuelled skepticism and distrust. One participant shared, “My only kind of direct experience with another energy supplier was…really shady. It’s these people that come door to door…They trick you into signing up, so I’m always wary, like, what is this? What’s the catch?” (Male, Boston, 2022).
In conclusion, program managers must move beyond awareness-building by addressing critical issues of trust, understanding, and accessibility. More specifically, successful programs will:
1) Develop trusted community partnerships with local institutions to build confidence and understanding
2) Simplify enrollment processes and maintain transparency at the same time
3) Balance environmental benefits with clear financial incentives, particularly for low-income households
To read the full study, click here.
Interest in and awareness of community solar have been growing in the United States, yet this has not translated to higher enrollment rates, particularly among low-income households. This critical awareness-to-action gap is due to program-level problems, according to a recent study. These include knowledge deficits about how community solar works, enrollment complexity, concerns about service reliability, and low levels of trust. Community solar is a shared solar power program whereby multiple participants, including individuals, businesses, non-profits, and other investors, benefit from a central solar installation without the need to install solar panels on their own properties.
Below are the key barriers to enrollment, in further detail:
Knowledge & understanding
Participants often confused community solar with rooftop solar. When introduced to the concept of community solar, participants did not understand its mechanics. One participant said, “I don’t understand how energy will come from a mysterious location?” (Female, Illinois, 2023). The idea of benefiting from solar energy without installing solar panels was new to many participants, highlighting a significant gap in understanding.
Enrollment complexity
Interestingly, financial savings were a motivator but were not enough without ease of access. Some participants were unclear about the enrollment process: “I know about the idea of community solar, but I don’t know if it’s available in my area… I don’t know the exact process or steps to sign up”. Further, the complexity of managing multiple bills was cited as a deterrent: “[Two bills] sounds like more of a headache” (Male, Boston, 2024). These practical barriers seemed to outweigh the benefits for many participants.
Trust & reliability
Reliability of service was a recurring concern. Participants wondered whether distance from solar farms or weather conditions would impact energy quality. Negative experiences with third-party energy suppliers also fuelled skepticism and distrust. One participant shared, “My only kind of direct experience with another energy supplier was…really shady. It’s these people that come door to door…They trick you into signing up, so I’m always wary, like, what is this? What’s the catch?” (Male, Boston, 2022).
In conclusion, program managers must move beyond awareness-building by addressing critical issues of trust, understanding, and accessibility. More specifically, successful programs will:
1) Develop trusted community partnerships with local institutions to build confidence and understanding
2) Simplify enrollment processes and maintain transparency at the same time
3) Balance environmental benefits with clear financial incentives, particularly for low-income households
To read the full study, click here.
