Solar has reached a tipping point

Here in Minnesota, obscured by a mix of industry changes and hard-to-kill misinformation, is a thriving solar industry—a community—working to amplify the truth. Solar is a great source of clean energy and, with proper battery storage and end-of-life solar panel recycling, it’s getting better every year. Consumer roof-top solar is thriving, and solar is good for businesses and public institutions too.

At this year’s MnSEIA Gateway to Solar Conference, we saw an industry that has taken the bull by the horns. They are smart with public policy (and reaching across the aisle), great networkers who are curious and passionate about their roles, and they are learning from other states (both the mistakes made and the wins possible).

Minnesota is taking a leadership role in the industry and it’s making a difference. Utilities, solar businesses, consumers and business owners, construction companies, farmers, political parties, and individuals are pulling together and working against negative sound bites and misleading claims.

Importantly, there are efforts to make solar equitable for everyone, not just people who can afford the expense. Things like:

• Community solar/solar gardens – where people can take advantage of solar without needing rooftop solar panels
• Equitable financing – incentives and financing models for low- and moderate-income people to lower the barriers to access
• Diversity and Inclusion in the solar workforce – there are workforce development efforts to track and improve representation for underrepresented groups

As we’ve learned the ins and outs of the industry, we see many opportunities for businesses to go to the next level. Like many new industries, organic growth is readily available in the early days. Word of mouth business is easy to come by when you’ve got a reputation for quality, reliability, service, and fair pricing. It’s gratifying, but eventually keeping up with growth plans is difficult as more companies join the arena and seek new opportunities within it.

This is the time when smart, well-planned, well-designed branding, marketing, and website strategies are critical for growing business. Another critical component: amplifying messaging through thought leadership to educate and fight against misinformation.

We felt the collective energy at the conference—it said it’s time to take solar to the next level. The industry is ready, and so are we.