Google's New Product Puts Peer Pressure to a Sunny Use
The company’s “Project Sunroof” now shows you which of your friends have already put solar panels on their roof.
Updated on June 12 at 11:30 a.m. ET
One of the best predictors of whether people install solar panels on their house isn’t their age, their race, their level of income, or their political affiliation.
It’s whether their neighbors did it first.
This finding has been shown repeatedly across space and time, including in California, Connecticut, Germany, Switzerland, and the United Kingdom. “It happens at the street level, it happens within zip codes, it happens within states. It seems to be a common feature of human decision-making that crosses many boundaries,”
