It’s not tough to chalk energy up to a man’s game.
After a century of oil and coal dominating the energy story, our picture of energy workers as strapping roughneck dudes wrenching oil from deserts, the raging seas, rocky shale plays, and now even the filthy tar sands, isn’t too hard to imagine.
Now don’t get me wrong — I’m not saying women can’t or shouldn’t do these muscular jobs. But the statistics don’t lie — gals make up fewer than 5% of blue collar oil field workers.
Women can also be motor heads, enjoying all the entertainment and raucousness of loud motorcycles, muddy four-wheeling, and an afternoon at a log-splitter. But again, for whatever the reasons, they’re far from the majority.
But none of this should be taken as evidence that women are indifferent to the costs and benefits of energy, or the impact of energy use on our world.
In fact I’d argue that quite the opposite is true: Women are actively involved in the push for a more sustainable world as activists, intellectuals, CEOs, energy industry leaders, and even the home boss — moms!
Solar Susannah meet Solar Sarah and Solar Sharon
This is ripe fodder for a solar marketing campaign, with multiple angles and strategies to pursue that tap into the unique and various perspectives that women bring to the energy and climate question in the 21st century.
If you’re the marketing director at any size solar marketing firm, whether targeting customers or other business, or both, think about the many inbound marketing personas you could describe that capture not just the bottom line of a woman’s energy budget concerns, but all the values and heart she’s likely to bring to her sustainable energy buying plans.
It’s rich territory.
Let the sun shine in
Women in solar are diverse on many fronts, something that’s readily apparent in the short film The Ripple Effect by Francine Cavanaugh and Adams Wood, a project that’s part of the Postcards from Climate Change Series. (See it here.)
Women CEOs are designing, distributing, and buying solar.
A female CEO adding solar to her business, whether it’s a theater, a college, a bakery, or a law firm, shows an eagerness to put her values on climate, sustainability, and renewable solar energy front and center. She usually wants to both lower costs and send a message to her customers. She knows solar sells to a wider audience than just her board or her bottom line, so marketing to her should be a no-brainer.
In the renewable energy industry, top female leaders demonstrate high level corporate achievement. Using their stories in your solar marketing campaign helps you vibrantly connect with women consumers in both business and residential markets.
Bringing it all back home
And whatever you do, don’t forget mom!
At home, moms still make the majority of household buying decisions. Dad may be geeking out with the R- and U-values of various insulation products, and he may get tangled up in plastic and hair dryers while covering the windows with that clear plastic insulation, but he’s not alone when it comes to dreaming about — and prioritizing — solar on the roof.
Modern and independent women, career women, women who identify as more traditional, women of color, retired women — the vast majority care about creating and nurturing a more sustainable world. With the rapid rise of renewable energy across the globe, those same women are the ones who will be in the conversation, leading the conversation, and making decisions based on the conversation to go solar.
That’s why women need to be at the center — in the heart and soul — of any forward-thinking solar marketing campaign.
— Lindsay Curren, Creative Director, Curren Media Group