The solar industry is facing a(nother) major transition. With the federal investment tax credit (ITC) ending and the “One Big Beautiful Bill” (OBBB) (again, we didn’t name it) taking effect, solar companies are facing shrinking margins, higher compliance risks, and a drop in residential solar demand in 2026.
But, of course, this isn’t the end of solar. It’s just a(nother) major change that solar companies have to adapt to — like we’ve been doing for years. If you look at it another way, this new landscape presents an opportunity: to embrace technology, to bring down soft costs — to make solar policy-proof.
We’re calling this the “new shape of solar.” In this video, Aurora Founder Chris Hopper takes a look at what that means, breaks down the real forces reshaping the industry, and lays out what it will take to keep solar energy thriving.
A big part succeeding in this new reality will be cutting costs and improving efficiency — to increase margins and bring down prices. Check out our (free) ROI Playbook to learn concrete, actionable steps you can take to get started.
