Solar’s Rise

Has solar energy’s time finally come? The field has grown exponentially in recent years. As brand consultants in the green world, we’ve certainly seen amazing growth take place. Even President Obama is a believer, having just approved $200 M of funds to solar research to help expand the industry.

The problem is the learning curve. Solar technology is enormously technical. Terms like photovoltaics, solar troughs, heliostats, inverters, converters, etc., your head can literally spin. The distinctions are hard to make sense out of.

It seems to us that a lot more has to be done by companies to make the concepts simpler for users to understand. Yes, the technology and engineering is enormously complicated and technical. But even the most technical things have basic concepts and benefits behind them. I’d love to see more on that and less on the technical side.

– Chris


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