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Aurora Solar has launched a new quarterly benchmark that tracks how U.S. homeowners view solar professionals and what shapes their confidence in adopting solar, according to the company. The report, called the Aurora Solar Trust Signal, arrives in response to a recurring finding in Aurora Solar’s data that homeowners want to know which companies can be trusted.
Aurora Solar’s annual Aurora Solar Snapshot surveys homeowners about their opinions of solar. In 2023, 22 percent cited trustworthiness of solar companies as a concern, a figure that nearly doubled to 43 percent in 2024 before easing to 41 percent in 2025 and 36 percent in 2026.
The quarterly Trust Signal examines those findings more closely, functioning as a recurring check on homeowner trust in the solar industry. According to the data, the industry is making positive inroads: between August 2025 and July 2026, a growing share of homeowners reported no negative experience with a solar company, with improvement recorded in each quarter.
Aurora Solar said the numbers point to a broader theme, namely that homeowners want guidance on how best to evaluate a solar company, and that better-informed homeowners are less likely to judge installers by the reputation of a few industry outliers.
Chris Hopper, co-founder of Aurora Solar, said homeowners choosing solar and home electrification are making a decision about technology they will live with for 25 years or more, often without enough information to assess the offer in front of them. He described that as a difficult position for a buyer and a challenging one to sell into, and said the Trust Signal is how the company measures that gap while the Aurora Solar Marketplace is how it aims to close it, by giving homeowners real production estimates and side-by-side installer comparisons.
While surveying homeowners about their experiences, Aurora Solar also asked a broader set of questions about how they evaluate solar, and the company highlighted several findings from that work.
Aurora Solar plans to publish an updated Trust Signal every quarter and to continue tracking the broader market through the annual Snapshot. According to the company, the two reports together should give the industry a short-term read on whether homeowner experiences are improving and a multi-year view of how homeowners feel about solar.
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Major US solar manufacturer
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Former Cree LED business
Spin-off from SunPower
Specialty & high-power LEDs
LED technology & solutions
Advanced photonics
Residential solar panels
CIGS solar technology
US & Canadian manufacturing
North American manufacturing
US-made solar panels
US operations of Korean parent
3D architecture LEDs
High-quality lighting
High-brightness microdisplays
Disinfection & purification
US crystalline silicon solar
Next-generation tandem cells
Tandem cell technology
Manufacturing equipment
Turnkey production lines
Distributor & assembler
Residential & commercial
Former Philips business
Specialty & horticultural
Military & commercial
Aluminum nitride substrates
Materials for UV LEDs
US division of Kyocera
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