Lynn Jurich Quotes
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There is a huge market for products and services aimed at what I like to call the Pocketbook Environmentalist: a shopper who's savvy enough to know things don't necessarily have to cost more just because they're good for the environment.
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Before solar, before Sunrun, if consumers wanted electricity, there was a monopoly of someone who told you how much it costs.
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Since Sunrun introduced solar as a service in 2007, it has become the preferred way for consumers to go solar in the nation's top solar markets. Sunrun has deployed more than $2 billion in solar systems and has raised more than $300 million in equity capital.
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When wireless cellphones first came out, analysts predicted that at peak, it would only replace 5% of landlines. They said the quality wasn't good enough. Clearly that was improved. I think you'll find a similar thing in solar.
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With Zipcar, consumers avoid the upfront cost of buying a car, not to mention gas, insurance, and repairs. Plus, they reduce the number of polluting vehicles on the road. Suddenly the planet-smart carless option is also the convenient money-saving option.
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When Netscape failed, it didn't mean the Internet was over.
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Innovative companies have started to realize there are not enough 'green consumers' willing to pay more for something just because it's green.
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With the right infrastructure in place, home solar will be recognized publicly as affordable, easy, and smart, and every new home built in the developed world can have clean energy sources built into it.