EDITORSVIEW
Industry questions T
he UK PV industry approach to growth has become even more divisive since the FiT review despite the greater need for the industry to improve its overall public standing. The best way that the industry can ensure government support and market growth is to create public awareness and then outcry and support regarding the future benefits of solar renewable energy. The divisions within the industry are falling between large scale ambitions and domestic realities. While the industry does not hold a consensus of opinion market direction, perceptions and consistency, reports such as the recent investigation by Which? consumer magazine (see page 9) will not be any surprise to industry observers.
This industry malaise regarding public perception is not a UK phenomenon and affects most developing markets at present. Most companies look to the global growth as a marker of potential success but fail to understand that global figures are very skewed due to the large portion ascribed to only a few European countries. Germany is no doubt the most successful region but this is no overnight success. Throughout Germany the signs of public awareness and acceptance of solar power as an integral part of energy production are on display everywhere. Industry veterans from that region will tell of the difficult early days in building the industry but also how important it has been to have the community on side. It has been suggested that this acceptance and awareness was key to the German market maintaining growth despite recent subsidy changes.
The move towards renewable energy is inevitable, especially after recent nuclear mishaps. The economic realities of business means that at times it will be a battle between competing renewables and it is at such times the fall out from such corporate maneuvering can provide the basis for negative competition providing misleading messages to the public. The key factor in deciding what mix of renewable energy, including nuclear, ends up in the future mix does not depend on industry lobbying government but by getting people on side with enough awareness they will use their voting power as in Germany to ensure a more sustainable future for all.
The PV industry began from idealistic beginnings of reducing fuel dependency and poverty. These basic issues remain but the industry has more power than ever before to see this as a realistic future.
David Ridsdale Editor-in-Chief
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www.solar-pv-uk.com Issue III 2011
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