Empowering Women, Powering Homes: Boosting Rooftop Solar Adoption in ASEAN Through Targeted Strategies
by Monika Merdekawati
18 March 2025
The sun’s energy offers a golden opportunity for households to reduce their energy bills, shrink their carbon footprint, and achieve greater energy independence. Rooftop solar panels, coupled with net-metering schemes, are rapidly becoming a viable and attractive option as indicated by the policy roll-out in several ASEAN member countries, such as Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam. However, while the technology is readily available, adoption rates remain below their potential. One critical, yet often overlooked, factor is the pivotal role women play in household purchasing decisions.
Studies consistently show that women are the primary influencers when it comes to home improvements and sustainable choices. In fact, women globally control or influence an estimated 70-80% of consumer purchasing decisions, making them not just consumers but “influencers” and “super-consumers,” as highlighted by the International Institute for Management Development (IMD). This influence extends significantly into decisions about home improvements, energy efficiency, and overall household sustainability. Therefore, to truly unlock the potential of rooftop solar, we must recognise and engage women as the driving force behind its adoption.
This article argues that to significantly increasing rooftop solar adoption requires targeted awareness campaigns, strategic marketing efforts, and accessible financing solutions that actively engage women as key decision-makers. Effective outreach must address their specific needs, concerns, and values, ensuring that women are not just informed but empowered participants in the shift towards clean energy. Practice has shown that women are indeed proactive agents of change and play a crucial role in decision-making. Their inclusion in rooftop solar adoption efforts is not just beneficial but necessary for driving a more inclusive and impactful energy transition.
Before crafting effective strategies, we must first understand what matters to women when considering rooftop solar. Safety and reliability are paramount, as reflected in the case of EV adoption in Canada and US, researched by Geotab. Women want assurance that the installation is safe, the system is dependable, and maintenance is straightforward. Clear evidence of long-term savings and return on investment is crucial, as many households require transparent cost-benefit analyses before committing to solar installations.The environmental impact is another crucial factor, as echoed by Mintel’s survey in 2018 with an interesting finding that 71% of UK women committed to living more eco-friendly. Many women are deeply concerned about sustainability and want to contribute to a greener future. Aesthetics also play a role, as the visual impact of rooftop solar panels can influence adoption decisions, especially for homeowners concerned about property appearance.
Women also need clear, accessible information. They want to understand the net-metering process in simple terms, grasp the technical aspects without feeling overwhelmed, and access reliable testimonials from other women who have made the switch. Addressing perceived barriers is critical. The complexity of the process, a lack of trust in installers, and concerns about long-term commitment often deter potential adopters. By acknowledging and addressing these concerns, we can build confidence and encourage adoption.
Effective communication is key to increasing rooftop solar adoption. Messaging must be tailored to resonate with women by using relatable language and highlighting practical benefits, such as reduced electricity bills and greater household energy security. Recognising women as “super-consumers”, messaging should not just highlight the product but also the overall lifestyle and community benefits of solar adoption. Success stories from women homeowners can be particularly powerful, providing relatable examples and building trust.
Utilising the right communication channels is also vital. Social media platforms and online communities where women actively engage are excellent avenues for outreach. Workshops and seminars specifically designed for women can provide valuable information and foster a sense of community. Partnering with women’s organisations and community groups can amplify the message and build credibility.
Financing remains a significant barrier to rooftop solar adoption. Simplifying financing options and providing women-friendly financial solutions can drive higher adoption rates. Clear and concise explanations of financing plans, flexible payment options, and user-friendly financial planning tools can make the process less daunting. Addressing financial barriers through targeted subsidies, grants, and microfinance programs can make solar more accessible. Partnerships with financial institutions that offer women-focused products can further enhance affordability. As “influencers,” women often seek to understand the long-term financial strategy and how solar fits into their overall financial planning. Providing detailed, transparent financial information is key.
Building financial confidence is equally important. Financial literacy training is equally important, empowering women to make informed long-term financial decisions.
Highlighting successful initiatives where women have been effectively engaged in solar adoption can provide inspiration and demonstrate the potential impact. Sharing personal testimonials from women solar adopters can create a sense of relatability and build trust. These stories can showcase the benefits and positive outcomes, making solar adoption more appealing.
Government initiatives and support are vital for creating a conducive environment. Policies that promote gender-inclusive solar programs, funding for women-focused training and education, and incentives for companies that target women can drive adoption.
The private sector also has a crucial role to play. Solar companies should adopt gender-sensitive marketing and sales strategies and invest in women-led solar businesses. The solar industries could learn from EV makers how they provided options of ‘pastel-variant’ colors and showcased women as the drivers in the commercial campaign.
Community-based approaches can empower local communities to drive solar adoption. Creating peer-to-peer support networks for women solar adopters can provide valuable support and encouragement.
Targeting women as key decision-makers is essential for boosting rooftop solar adoption. By tailoring awareness campaigns, marketing strategies, and financing solutions to their needs, we can unlock the full potential of net-metering and rooftop solar schemes. The benefits are significant: reduced energy costs, a cleaner environment, and greater energy independence for households. By empowering women, we can power homes and create a more sustainable future for all. Let’s make solar adoption a reality for every household, starting with the influential women who shape our communities.
Monika Merdekawati is a Senior Research Analyst of the Sustainable and Renewable Energy (SRE) Department at the ASEAN Centre for Energy (ACE).
The views, opinions, and information expressed in this article were compiled from sources believed to be reliable for information and sharing purposes only, and are solely those of the writer/s. They do not necessarily reflect the views and opinions of the ASEAN Centre for Energy (ACE) or the ASEAN Member States. Any use of this article’s content should be by ACE’s permission.
