hispanics and their solar energy adoption patterns
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Presented at World Renewable Energy Forum May 2012TRANSCRIPT
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HISPANICS & THEIR SOLAR ENERGY ADOPTION PATTERNS
Dr. Mary Beth McCabeDr. Ramon CoronaDr. Richard WeaverNational University
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50,000,000 U.S. Hispanics
43% growth over 10 years
Trillion $ in Buying Power
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Are Hispanics different?
• General Market– Me– Quality of life– Equality– Control of destiny– Innovation– Efficient– Accomplishment– Assertive
• Hispanics– Group– Sacrifices for kids– Hierarchy– Fatalism– Tradition– Personal– Enlightenment– Accommodating
Sources: Balboa, Berman, Bautista, Cheskin, Korzenny, Valdes
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Few Hispanics own solar
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Hispanics prefer solar thermal
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CA. Hispanics $100k+ want information
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Good News: High income green at home
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Good News: Hispanics print less, save energy
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What can we change?
• Education
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Education needs to change behavior intentions
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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
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CA. Hispanics $100k+ want information
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Reach Hispanics with solar energy messagesCalifornia Hispanics prefer to watch TV and listen to radio more than non Hispanics. Their second choice overall is web.
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Is your marketing campaign working?
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ContactE-mail:[email protected]; [email protected]; [email protected] Blog: Http://www.sunmarketingsolar.blogspot.comFacebook:
– Solar Power Hour– Your Next Steps– Solar Resale Value
Linkedin.com Group:– California Solar Marketers (788 members)
Twitter: @solarmarketingCell: 858 488 2867 (McCabe)