Aurora Solar launches quarterly report analyzing homeowner trust in the industry

Aurora Solar, a company that makes software for the solar industry, has started publishing a new quarterly report on how much homeowners trust solar companies. It builds on an annual survey Aurora already runs, which found that homeowner concern about "trustworthiness of solar companies" jumped from 22% in 2023 to 43% in 2024, then eased slightly to 41% in 2025 and 36% in 2026. The new quarterly report tracks this more closely, and shows a growing share of homeowners reporting no negative experience with a solar company, with improvement in every quarter from August 2025 to July 2026.

The surveys also asked homeowners broader questions about their interest in solar. Nationally, 71% of homeowners say they're open to going solar. About a third point to rising utility costs, partly driven by AI and data center energy demand, as their main reason to consider it, up slightly from a year earlier. Younger homeowners show more interest than older ones: 46% of Gen Z and 41% of Millennials say they're interested in rooftop solar, compared with 33% of Gen X and 18% of Baby Boomers. At the same time, 30% of homeowners say they haven't heard much about solar lately, up from 26% earlier in the year.

For homeowners weighing a solar installation, the takeaway is less about any single number and more about the trend: trust in solar installers has been rocky in recent years but appears to be stabilizing, and cost concerns tied to rising electricity prices are becoming a bigger driver of interest.