Using Market Research Data to Promote Residential Solar Programs to Women
“Women are the driving force behind the solar decision,” according to Identity’s (now TerraCurrent) 2013 survey “Shining a Solar Marketing Light on Women” via Energy Central. But the solar industry “is not speaking their language or reaching them with techniques they will respond to.” By using data from the 2019 Claritas Energy Behavior Track—conducted in partnership with E Source—and the 2019 E Source Residential DER Customer Market Research, we’re able to dive into the interests, opinions, behaviors, and preferences of this demographic on a variety of solar-related questions. Though solar marketing tends to be gender-neutral, there may be opportunities to increase your on-site solar sales or solar program participation by marketing to women. In this poster presentation, we include 12 valuable data points to help you build a customer persona of a female solar advocate and an ideal prospect for residential solar products and programs.