Agency Inc Sustainability series:

Should you sell renewable energy if you don’t have a smart solar home?


Continuing Agency Inc’s sustainability series, this week’s topic: smart solar homes

The UK electricity system is rapidly changing to one that will be mainly powered by solar and wind come 2030. What this means for home owners is:

  • You can generate and consume electricity powered by solar panels on your very own roof
  • You can install smart technology and smart metres that use energy in an automated, efficient, and flexible way
  • Overall, you can save on home energy bills whilst cutting carbon emissions

The global smart home market is projected to grow at a 23.6% CAGR by 2030, driven by consumer interest and affordability of smart technology.


And when speaking to professionals in the clean energy space, they agree that this market is maturing and very much ‘mainstream’ today.

‘When people think about the energy transition, home solar is the first thing they think of’


So when asking these same clean tech professionals if they use solar to power their own homes, we were surprised to hear that the answer was no. And nope, at Agency Inc, we don’t either. In fact, everyone seems to be at entry level stages of smart thermostats, let alone smart homes.


So that begs the question –

Are we all eco-hypocrites to be selling the future of renewable and smart energy, but in reality, we ourselves don’t have smart solar homes?

‘Solar energy can’t compete with the cost of utilities’

‘Solar is not widely accessible in an equitable way’

‘Policies are always changing. This changes the way homeowners get compensated for sending energy back to the grid’


Sustainable, when it’s practical and affordable

It seems that affordability, accessibility, and complexity are all factors that limit our best intentions for adoption. Despite mainstream awareness of the benefits of solar power and smart home tech, unless it’s straightforward to implement, it may be easier to continue opting out. For now.


Does that make us eco-hypocrites?

The answer’s not so black and white. The clean tech pragmatist says:

  • You need to be educated
  • You need to understand what your options are, and the impact of those options
  • And then you can make informed decisions


Only an individual can decide what actions are ‘sustainable enough’ for them personally.

‘My own lifestyle is one thing, but there’s much bigger impact to be had in collective action’


So, coming back to the question – 

 Does selling “Sustainability” mean you have to live and breathe sustainably?

Not necessarily. If collective action is the key to real change, then advocating for a progressive brand means you can drive sustainability at scale.

Even if on a personal level, there’s always some room for improvement.


Agency Inc
Let’s #StartSmall