US Solar Industry Battles “White Privilege” Image Problem
Despite a sharp drop in the price of solar panels and innovative financing plans that have brought the technology to many middle income households over the past decade, it is still seen as a luxury only rich, mostly white, consumers can afford. . . Data from U.S. online solar marketplace EnergySage showed that just 4 percent of more than 10,000 people actively shopping for solar systems on its site identified themselves as black, with 11 percent split between Hispanic and Asian shoppers. Those who identified themselves as white made up 73 percent of the shoppers and the rest did not declare their race. EnergySage said nearly 80 percent of shoppers reported household incomes of $50,000 or more and nearly a third declared incomes of $125,000 or more.