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Aurora Solar has announced its third annual Solar Industry Snapshot. This comprehensive report offers projected 2025 solar trends across policy, politics and energy resilience amid a shifting market landscape, with the overwhelming message that the market is shifting rather than stalling.
“In the face of high interest rates, policy changes and other economic headwinds, this year’s Solar Snapshot underscores the industry remains strong and adaptable,” said Chris Hopper, CEO and co-founder, Aurora Solar. “We’re seeing bipartisan support for solar among homeowners and business owners, financing models moving towards third-party ownership, and increased appetite for IRA benefits. The solar market is not just resilient — it’s thriving and evolving in response to new opportunities.”
Aurora Solar’s Solar Snapshot is drawn from four key data sets: a survey of 500 U.S. business property owners on their solar adoption journey; insights from 1,000 U.S. homeowners on their motivations and behaviors regarding solar; feedback from 1,000+ U.S. residential solar professionals on industry trends; and Aurora’s proprietary system size and pricing data from over 12.5 million solar projects.
Key findings include:
The value of solar investment is growing among property owners
- Homeowners increasingly view solar as a smart financial move, with 76% believing it’s a good investment — an impressive increase from just 43% in 2023
- Younger generations are especially enthusiastic about solar: 92% of Gen Z and 83% of Millennials consider solar a worthwhile investment, compared to 75% of Gen X and 67% of Baby Boomers
- For commercial property owners, 47% view solar as a long-term investment, with 57% citing reduced energy bills as a top motivator for going solar
The Inflation Reduction Act (IRA) continues to drive solar adoption, but awareness gaps persist
- 71% of businesses have capitalized on IRA benefits, whereas nearly 40% of homeowners admit they still don’t know how to leverage these incentives
- Indicating strong support for the IRA’s future, 41% of homeowners oppose the repeal of the IRA, with twice as many business owners hoping for its continuation over repeal (57% versus 26%)
- 52% of business owners say their business would be negatively impacted if the IRA were repealed or reduced
Energy resilience and grid reliability are key drivers for solar interest
- 60% of homeowners believe extreme weather and climate change are directly impacting their lives, a significant rise from 41% in 2024. Moreover, 65% of solar installers report a surge in solar interest following natural disasters, underscoring how climate-related events are accelerating the adoption of solar
- For businesses, the environmental impact is now a primary motivator: 22% cite reducing their carbon footprint as their top reason for adopting solar, surpassing monthly cost savings (20%). Notably, 67% of businesses agree that climate change is affecting their operations
- Climate change is becoming a less partisan issue, with 67% of Democrats and 56% of Republicans acknowledging its local impact
For all the insights from the Aurora Solar Industry Snapshot, click here.
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