Do they pass the woman test? Navigating and negotiating the gendering of residential solar panels

Abstract

Residential solar panels are increasingly popular, yet women are largely invisible as customers and users. This creates barriers for reaching gender equality and climate goals where increased renewable energy is key. We present results from a norm-critical study drawing on 10 interviews with solar industry representatives and focus groups with 28 women, either owning solar panels or in the process of buying. The study aims to critically analyze current gender norms related to technology, market, and use, as well as to identify difficulties for women's solar panel engagement. The study shows how women at different touchpoints in the process of buying and having solar panels both navigate and negotiate an ongoing gendering of this technology, despite the industry attempts to present solar panels as gender neutral. While the study focuses on residential solar panels, the contribution is relevant for wider HCI, e.g. work related to smart home technologies.