Various new companies, and new divisions within existing companies, are forming to meet the growing need for environmentally and socially sustainable products. These companies generally aim to continue business-as-usual, by innovating products and services to fit our techno-industrial society and continue techno-growth or at least green stability. SolarCity, one of Elon Musk’s many companies, is attempting to tackle these innovations.
SolarCity is a sustainably and future-driven company
that creates roof titles with built-in solar cells that are undetectable to the
naked eye. These roof titles are covered in tempered glass that make them highly
durable, lasting from cradle-to-cradle. Furthermore, this option is affordable,
costing less than a similar, non-solar panelled roof, when considering the
long-term energy savings. SolarCity’s solar titles are a futuristic
technology-based solution for the energy-descent scenario.
Ultimately, there should be a balance between innovating
green technologies and changing behaviours. Although eventually we will be
forced to change, institutions should be set in place to begin shifting
consumer behaviour, changing cognitive maps, and preparing for resource descent.
Once the Elon Musk’s solar roof and those like it are widely adopted, consumers’
internal representations of a roof will begin to shift, including environmentally
friendly and renewable energy options. I hope the shift will happen more
rapidly with these new technologies arising that make communities more familiar
with the concept of sustainability.
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