Making Solar “Policy-Proof” – Building A Smarter, More Sustainable Energy Future – CleanTechnica

---

Support CleanTechnica’s work through a Substack subscription or on Stripe.

---

By Chris Hopper, co-founder of Aurora Solar

For years, the federal Investment Tax Credit accelerated America’s clean-energy transformation by helping millions of homeowners and businesses adopt solar. As the ITC and its 30% tax credit for solar installations begins to phase down after 2025, the solar industry is at (another) turning point. Now that the industry can’t rely as much on incentives, we have to work to build a stable, sustainable, still growing market on innovation and efficiency.

According to Aurora Solar’s October 2025 Consumer Survey, nearly half of Americans (49%) have installed solar, are considering it, or know someone who has. Yet 43% say they have heard of the ITC but don’t understand how it works, and 82% underestimate its value. The ITC was transformative for solar, but most people still don’t fully understand the value it created. That means there’s still an enormous opportunity ahead, especially if we can improve efficiency and drive down costs through other innovations.

For long-term success, then, the industry must make solar easier to understand, faster to deploy, and less expensive to install. In other words, solar must become policy-proof.

Beyond Incentives: Efficiency, Transparency, & Trust

Federal support expanded solar adoption, but this next stage of growth depends on structural change that reduces inefficiency and strengthens trust with homeowners. Even as hardware costs decline, soft costs — things like permitting, customer acquisition, and general overhead — still represent nearly two-thirds of every solar project, according to MIT Labs. Cutting those costs through improved design tools, automation, and connected workflows can reduce expenses while creating a more reliable and transparent experience for customers.

Right now, digital solutions can already help professionals design systems in seconds, minimize rework, and produce precise, homeowner-ready proposals on the first attempt. Using these tools can help a mid-sized installer save hundreds of thousands of dollars each year, allowing them to offer better pricing and expand access to clean energy to more people.

Trust is equally important. Forty-one percent of homeowners say it is difficult to find a trustworthy installer. When installers give homeowners clear, accurate information, and make sure they truly understand their options, they are far more likely to move forward with a project. Confidence, not incentives, will define the next wave of adoption.

Closing The Knowledge & Affordability Gap

Consumer data shows that education and affordability remain solar’s biggest barriers. More than one-third of Americans (37%) say they have heard of solar but do not know how it works, and almost half misjudge its cost. In other words, many still see solar as financially out of reach, even with available credits and rebates.

And it’s a valid concern. While solar is a great investment for most homeowners, it is also a big one. For most consumers, solar simply isn’t practical without financing or incentives.

This is especially true for lower-income households. Nearly 4 in 10 people (39%) say they wouldn’t consider solar without government incentives, compared with 13% of higher-income respondents. So, as incentives phase out, companies must meet these homeowners with better guidance, simpler tools, and financing models that make solar attainable.

The renewable energy transition succeeds only when everyone can participate, and education is the foundation of that participation. So no matter how much a household makes, expanding flexible payment options, simplifying incentives, and reducing project costs are essential. Optionality, information, and support can make the difference between action and hesitation — helping homeowners see solar as something achievable, not aspirational.

A Future Built To Last

The good news? Seventy-six percent of U.S. homeowners believe solar is a good investment. That confidence carried the industry through policy shifts, market changes, and economic cycles. The next step is to build on that belief through consistency, transparency, and innovation.

Creating a policy-proof industry does not mean turning away from incentives — it means ensuring that progress continues regardless of them. By improving efficiency, sharing clear information, and expanding access, solar companies can build a future that is resilient, inclusive, and sustainable.

That is the new shape of solar: deliberate effort, not political fortune. The opportunity to create a more reliable energy future is here, we just need to keep working together as a solar community to earn it.