Building from recent research testing strategies and messages that are most conducive to solar adoption, this new projectseeks to develop more effective ways to communicate with low- and moderate-income (LMI) communities about solar.
Defined as annual household income below $50,000 and between $50,000-$75,000, respectively, LMI communities forego solar for any number of reasons—financing issues, lack of access to capital, limited information, the complexities associated with installations on multi-family dwellings, low home ownership rates. We are interested in how peer-to-peer and on-the-ground community campaigns might be applied to overcome these challenges.
This project is funded by the U.S. Department of Energy SunShot Initiative.
About the Partnership
The project is funded by the DOE’s Solar Energy Evolution and Diffusion Studies (SEEDS) program and will involve several partners, including: Yale School of Forestry & Environmental Studies; Duke University; Yale Center for Business and the Environment (CBEY); the Connecticut Green Bank; SmartPower, a social marketing firm; and MySunBuddy, an online marketplace that connects solar owners with solar buyers.
About the SunShot Initiative
The U.S. Department of Energy SunShot Initiative is a national effort to drive down the cost of solar electricity and support solar adoption. SunShot aims to make solar energy a low cost electricity source for all Americans through research and development efforts in collaboration with public and private partners. Learn more at energy.gov/sunshot.
In the News
Yale School of Forestry & Environmental Studies: "Yale-Led Project to Widen Access to Household Solar Receives Federal Grant"
Diffusion of New Products with Recovering Consumers - G. Fibich (2017)