Project Name: Using Behavioral Science to Target LMI and High-Value Solar Installations
Funding Opportunity: Solar Energy Evolution and Diffusion Studies 2 – State Energy Strategies (SEEDS2-SES)
SunShot Subprogram: Soft Costs
Location: New Haven, CT
SunShot Award Amount: $1,350,000
Awardee Cost Share: N/A

This project is testing new messaging, financing, and shared solar approaches for enhancing the diffusion of solar energy in low- and moderate-income (LMI) populations. The project also quantifies the benefits to the electricity grid from programs that expedite and increase deployment of solar energy in areas where solar provides additional value to the grid. In addition, pilot projects within three states test the models developed under this work in the field with the intent to use lessons learned from messaging studies to encourage more LMI populations to go solar, particularly in areas of high grid congestion.


The project team is developing 30 pilot programs that test strategies for encouraging solar deployment in LMI communities and areas of high-value to the grid, which includes conducting randomized field experiments on new approaches for deployment. This will allow the team to develop a guidebook on innovative approaches to fostering solar deployment in LMI communities.


This project will increase solar deployment in LMI communities by at least 600 households and in grid-congested communities by at least 900 households. The materials developed under this project will allow for other communities across the country to increase solar adoption.