Presented at World Renewable Energy Forum May 2012

1. HISPANICS & THEIR SOLAR
ENERGY ADOPTION PATTERNS
Dr. Mary Beth McCabe
Dr. Ramon Corona
Dr. Richard Weaver
National University

3. 50,000,000 U.S. Hispanics
43% growth over 10 years
Trillion $ in Buying Power

4. Are Hispanics different?
• General Market • Hispanics
– Me – Group
– Quality of life – Sacrifices for kids
– Equality – Hierarchy
– Control of destiny – Fatalism
– Innovation – Tradition
– Efficient – Personal
– Accomplishment – Enlightenment
– Assertive – Accommodating
Sources: Balboa, Berman, Bautista, Cheskin, Korzenny, Valdes

6. Few Hispanics own solar

7. Hispanics prefer solar thermal

8. CA. Hispanics $100k+ want
information

10. Good News: High income green at
home

12. Good News: Hispanics print less,
save energy

14. What can we change?
• Education

15. Education needs to change
behavior intentions

16. Recommendation #1: “Education
for Hispanics so they can learn
more about the options and
values of renewable energy,
especially solar PV. “
Authors
“The future of our American
lifestyle and society includes
Hispanics, and understanding how
Hispanics view energy and
sustainable practices may assist to
continue this research.”
Authors

17. CA. Hispanics $100k+ want
information

18. Reach Hispanics with solar energy messages
California Hispanics prefer to watch TV and listen to radio more than non
Hispanics. Their second choice overall is web.

19. Is your marketing campaign
working?

20. Contact
E-mail:
mmccabe@nu.edu; rcorona@nu.edu; rweaver@nu.edu
Solar Blog:
Http://www.sunmarketingsolar.blogspot.com
Facebook:
– Solar Power Hour
– Your Next Steps
– Solar Resale Value
Linkedin.com Group:
– California Solar Marketers (788 members)
Twitter: @solarmarketing
Cell: 858 488 2867 (McCabe)