Can Solar Power Avoid the Culture Wars?

The solar industry is rebranding itself as a symbol of American energy dominance.

Seamus Fitzgerald, the associate director of real estate at OneEnergy Renewables, hears a range of opinions about solar power as he approaches farmers and landowners across the Midwest with proposals to lease their properties for solar projects. While some landowners are enthusiastic about contributing to the transition to clean energy, others are resistant to the idea of installing rows of solar panels on their land. Fitzgerald often convinces farmers by explaining the economic benefits of leasing their land for solar energy. “At the end of the day, the financial payments from these types of projects are generally higher than what folks can earn from traditional crops,” he states.

To appeal to those who may have reservations, Fitzgerald frequently emphasizes that solar technology was developed in America. “When you install a solar project, you’re collecting an American resource here in America,” he explains. This rhetoric resonates with the way former President Donald Trump speaks about energy, typically focusing on oil and gas rather than renewables. Yet, the Solar Energy Industries Association, the sector’s primary lobbying group, has adeptly aligned its messaging with the administration’s focus. Prominently displayed on their website, alongside an image of an American flag over solar panels, is the new slogan: “American Energy DOMINANCE.”

Earlier this month, the association took part in a lobbying effort in Washington, D.C., urging lawmakers to maintain tax credits for clean energy initiatives. Solar accounted for nearly 6% of total U.S. electricity generation last year and is anticipated to drive nearly all growth in electricity generation this year, as reported by the Energy Information Administration. With a substantial 78% of Americans supporting the expansion of solar farms, many hope that this technology can steer clear of the culture wars surrounding climate change.

Solar energy, more so than wind power with its towering turbines, has the potential to bridge ideological divides, appealing to both environmental advocates and libertarians. Abigail Ross Hopper, the president and CEO of the Solar Energy Industries Association, noted, “President Trump has specifically said that he loves solar — and as energy demand soars, we know that solar is the most efficient and affordable way to quickly add energy to the grid.”

In December, Hopper’s trade group released a policy roadmap that aligns with Trump’s agenda, emphasizing priorities like “eliminating dependence on China” and “reducing regulatory barriers in the energy sector.” This marks a shift from the vision the association presented after former President Joe Biden’s election in 2020, when Hopper had emphasized addressing climate issues with equity and justice at the forefront.

This new narrative reflects a change in the federal government’s priorities, and it also signals to solar advocates that discussions around climate change are not essential for promoting clean technologies. “They should be shouting about energy independence from the rooftops,” Fitzgerald suggests. “Every politician in America should be promoting the idea that we are generating energy here.”

Last year, solar accounted for over 80% of the new electrical generating capacity added to the U.S. grid. However, some analysts predict a slowdown. After Trump’s election in November, solar industry stocks fell as investors speculated that Republicans might repeal the tax credits included in the Inflation Reduction Act, the climate law signed by Biden in 2022. A report from Wood Mackenzie in January projected that solar installations could stagnate in several countries due to “post-election uncertainty, diminishing incentives, and a shift toward less ambitious climate agendas.”

Bob Keefe, executive director of E2, a nonpartisan organization advocating for policies that benefit both the economy and the environment, remarked, “All of this adds up to market uncertainty for one of the fastest-growing sectors of our economy, and nothing is more crucial to businesses and investors than market clarity.” He added, “What Washington is doing about the future of clean energy in America is as clear as a snowstorm in D.C. at midnight.”

Trump has expressed disdain for wind power, particularly after an offshore wind farm threatened the scenic view from his golf course in Scotland. On his first day in office this year, he suspended new permits for wind projects on federal lands and waters. However, his administration’s stance on solar remains ambiguous; he has criticized the land use for solar farms while simultaneously claiming to be a “big fan” of the technology.

The Trump administration’s efforts to streamline federal bureaucracy have already affected solar projects. Grants for climate programs, including the $7 billion Solar for All initiative aimed at bringing residential solar to low-income neighborhoods, have been withheld despite court orders to release the funds. Sachu Constantine, executive director of Vote Solar, a nonprofit organization focused on making solar energy accessible, stated, “We’re experiencing real delays in disbursing that funding to the projects that need it.”

Despite the ongoing uncertainty, most Solar for All projects are still attempting to move forward, according to Michelle Roos, executive director of the Environmental Protection Network, composed of former Environmental Protection Agency alumni.

The culture wars are beginning to influence public opinion on solar energy. A Pew Research Center poll last year indicated that Republican support for new solar farms dropped from 84% to 64% between 2020 and 2024. Misinformation campaigns have increasingly targeted clean energy, promoting the notion that solar and wind are unreliable. This messaging has been adopted by Citizens for Responsible Solar, a group led by a conservative operative aiming to halt solar projects on agricultural and timberland.

Dustin Mulvaney, an environmental studies professor at San José State University, acknowledges valid concerns regarding solar projects, such as the potential impact on prime farmland, wildlife habitats, or Indigenous cultural sites. He asserts that careful planning can mitigate these conflicts, noting that solar farms can coexist with sheep grazing and can be designed to accommodate migrating pronghorn antelope while developing on “low-impact sites” like degraded lands.

Mulvaney contends that the idea that these issues are hindering solar expansion is overstated, as most projects face little to no resistance. Utilities in the United States are on track to achieve their goals of transitioning to 100% renewable energy by 2060, he emphasized. “The fastest way to increase solar capacity is to require utilities to purchase more of it sooner.”

Regardless of federal actions, clean energy advocates remain optimistic that solar projects will continue to progress at the state level. Mark Fleming, president and CEO of Conservatives for Clean Energy, an organization active in Virginia, the Carolinas, Georgia, Florida, and Louisiana, remarked, “We feel positive about the future of clean energy in our southeastern states. We frame our discussions in terms of market competition and economics rather than environmental issues, as the cost of solar continues to decline rapidly.”

According to the Solar Energy Industries Association, the cost of solar installation has decreased by nearly 40% over the past decade. Constantine believes that promoting the benefits of solar—such as job creation, reducing blackouts, and lowering electricity costs—is essential for overcoming resistance. “It’s a way to cut costs, and in this era of rising energy prices, I think that message resonates,” he said. “When you talk about affordability, resilience, and reliability, people understand that.”

This article originally appeared in Grist and can be accessed here. Grist is a nonprofit media organization dedicated to reporting on climate solutions and advocating for a just future. Learn more at Grist.org.