The United States’ residential solar energy installer SolarCity, rolled out three 30-second animations last month meant to juxtapose the simplicity of generating solar against the complicated and environmentally damaging process behind coal, gas or oil.

Business Editor, Alexander C. Kaufman of the Huffington Post seems to think that solarcity should focus on ‘business as usual’ by spending money competing with other solar companies. I disagree!

Here is my simple argument.

The fossil fuel industry is very united … that is why they are successful at what they do. Which is to ensure they receive tax breaks that would have been better allocated to alternative technologies such as solar energy, and to rally their lobbyists-who voo Washington so they can get away with pretty much anything.

I believe solar energy companies should rally together and preach one gospel, which is ensuring a sustainable environment and educating us to change our ways and move away from fossil fuels towards alternative sources of energy, hence reducing our carbon footprints.

This, I believe will make the solar energy industry grow stronger and become more profitable. But then again that is just me.

See the ads for yourself:

Derick Lila
Derick is a Clark University graduate—and Fulbright alumni with a Master's Degree in Environmental Science, and Policy. He has over a decade of solar industry research, marketing, and content strategy experience.

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  1. As a 40 year professional in solar, I agree 100%. At this level of penetration we are not normally competing between solar companies but working to get the potential solar customer (small or large) to “go solar”. We need to continue to build the “solar” brand.

    1. Couldn’t agree more @don_osborn. Its been really frustrating to observe solar companies go up against each other while trying to win business. This make sales guys say anything … at the detriment of the solar movement.

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