Clean energy technologies are becoming more accessible, but adoption is still not simple for many property owners and businesses. Incentives, rebates, equipment options, contractor selection, return-on-investment calculations, and regulatory requirements often create a process that is difficult to navigate, even when the business case appears to be improving.

Net Zero Compare hosted a conversation with Arshia Jahangiri, CEO of Solenery, to discuss how clean energy adoption works in practice and why the gap between available incentives and completed projects remains a challenge. Jahangiri is a multi-time founder whose current work focuses on making clean energy decisions easier for residential and commercial property owners, particularly through clearer feasibility assessments, financial analysis, and connections with qualified providers.

The discussion focused on solar, heat pumps, EV chargers, building upgrades, incentives, and the practical barriers that still slow down adoption across Canada and North America.

🎥 Watch the Full Conversation: The full interview with Arshia Jahangiri provides additional context on how Solenery approaches clean energy adoption, especially for commercial buildings and property owners. The discussion covers the role of incentives, the importance of user experience, and why clean energy decisions increasingly need to be treated as financial and operational decisions, not only environmental ones. For viewers interested in the practical steps behind solar and energy upgrade projects, the full recording adds useful nuance to the points summarized below.

Clean Energy Adoption Is Not Only a Technology Problem

A recurring theme in the conversation was that clean energy adoption is not held back only by technology. In many cases, the relevant technologies already exist. Solar panels, heat pumps, EV chargers, insulation upgrades, and other efficiency solutions are available. The harder question is whether property owners understand when these options make sense, how to evaluate them, and who to trust during the process.

Jahangiri explained that Solenery started from market research with property owners and potential users. The company found that many people were interested in cleaner energy options but did not know where to begin. Even a relatively familiar upgrade, such as installing solar panels, requires several decisions: understanding roof suitability, estimating returns, identifying applicable incentives, comparing contractors, and determining whether the installation is financially viable.

This creates a gap between interest and action. Property owners may support the idea of clean energy, but the decision-making process can be too fragmented. For businesses, the challenge can be even more complex because upgrades affect operating costs, capital allocation, compliance considerations, and facility planning.

Why “Clean Energy as a Lifestyle” Needs Practical Meaning

Solenery describes its mission as turning clean energy into a lifestyle. In practical terms, Jahangiri framed this as making clean energy part of normal decision-making for property owners rather than something treated as a niche or occasional topic.

That does not mean every property should immediately install solar panels or pursue the same set of upgrades. Jahangiri emphasized that the right solution depends on the property. For one building, solar may be attractive. For another, heat pumps, EV charging, insulation, or other energy efficiency improvements may be more appropriate.

This distinction matters. Clean energy adoption is often discussed in broad terms, but actual projects are property-specific. Roof area, roof angle, location, electricity usage, gas usage, incentive eligibility, and available financing can all affect the final recommendation. A useful platform, in Jahangiri’s view, should help users understand the best viable path rather than pushing a single product.

Commercial Buildings Are a Key Focus

Although Solenery initially tested its approach with residential properties, Jahangiri said the company now sees strong potential in commercial buildings. Examples include warehouses, factories, retail shops, and other properties with flat roofs, meaningful electricity or gas bills, and enough available space for upgrades.

This focus is important for sustainability professionals and business decision makers because commercial properties often have clearer operational drivers. Energy costs directly affect margins. Building upgrades may support ESG goals, emissions reduction plans, and compliance obligations. In some cases, companies may also face customer expectations or internal pressure to reduce environmental impact.

Solenery’s model is structured as a two-sided platform. On one side are contractors and providers offering solar, HVAC, lighting, EV chargers, and related solutions. On the other side are commercial property owners looking to assess options and move toward implementation. Jahangiri described Solenery as more than a simple bridge between the two sides. The platform aims to act as a checkpoint by assessing whether an upgrade makes financial and technical sense before users enter deeper discussions with providers.

The Incentive Landscape Can Be Difficult to Navigate

One of the most practical issues discussed was the complexity of incentives and rebates. In Canada and the United States, support can come from different levels and sources, including utilities, cities, provinces, states, and federal programs. These programs can overlap, change, expire, or apply only under specific conditions.

For property owners, this creates friction. Evaluating incentives often requires checking multiple websites, understanding eligibility rules, comparing financing options, and determining how different programs interact. Jahangiri argued that this is one of the areas where Solenery aims to simplify the process.

The platform’s first step is to help users understand the financial picture. A property owner can enter an address and receive an initial assessment that includes potential incentives, loans, financing opportunities, return-on-investment estimates, and a suggested upgrade pathway. This helps shift the conversation from general interest to a more concrete evaluation.

For contractors, this can also improve the sales process. If a provider knows that a property has already been assessed and that the owner understands the available incentives and financial plan, proposals can be more focused and realistic.

Adoption Fails When the Process Is Overwhelming

Jahangiri identified two major sources of friction: the need for the upgrade to make financial sense and the difficulty of navigating the process.

He argued that clean energy technologies are approaching a point where the financial case is stronger than it was a few years ago, especially as equipment efficiency improves and energy costs rise. However, even when the economics are favorable, the process can still block adoption.

For a property owner, the question is rarely just “Should I install solar?” It may involve comparing solar against heat pumps, EV charging infrastructure, insulation, lighting upgrades, or a combined roadmap. It also involves assessing whether the property is technically suitable. A roof may not have the right angle, size, or exposure. In those cases, solar may not be the best first step.

This is where user experience becomes central. If the market relies only on product sellers, property owners may receive proposals that are too narrowly focused on one solution. Jahangiri said Solenery aims to provide a more neutral starting point by showing users when solar may not be the best fit and what alternatives may be more practical.

The Business Case Is Becoming More Concrete

For businesses, Jahangiri pointed to cost, regulation, ESG expectations, and energy reliability as key drivers. He noted that some clean energy upgrades can still add costs in certain industries, which makes companies hesitant. However, rising electricity and gas prices, growing electricity demand, and pressure to reduce emissions are making the conversation more serious.

He also referred to large companies investing directly in clean energy supply, particularly in energy-intensive sectors such as technology. As artificial intelligence and data infrastructure increase electricity demand, some companies are looking at cleaner energy not only as an ESG measure but as part of long-term operational resilience.

For smaller commercial and industrial properties, the same logic may apply at a different scale. Energy upgrades can help reduce exposure to rising utility costs, support emissions goals, and prepare companies for tighter standards in the future. The key is whether the project is supported by a clear financial and technical assessment.

Avoiding Overpromising Matters

Another useful point from the conversation was the importance of setting realistic expectations. Jahangiri acknowledged that parts of the private clean energy market have sometimes overpromised. This can damage trust when expected returns, savings, or project outcomes do not materialize.

For adoption to grow, users need a clearer view of what a project can and cannot deliver. That includes understanding payback periods, incentive eligibility, installation requirements, and alternative options. For commercial property owners, this level of clarity is particularly important because energy projects compete with other capital priorities.

A more grounded approach may also help clean energy move from a promotional topic to a normal business discussion. If property owners can see the numbers, compare options, and understand the roadmap, they are more likely to treat energy upgrades as operational decisions rather than abstract sustainability goals.

A Roadmap Instead of Isolated Quotes

Jahangiri described a common problem for commercial property owners: if a building owner wants to explore solar, heat pumps, EV chargers, insulation, and emissions reduction, they may need to speak with several different companies. If they seek multiple proposals for each upgrade, the process can quickly become difficult to manage.

Solenery’s approach is to create an initial assessment and roadmap before the user compares provider quotes. According to Jahangiri, the platform includes a network of vetted contractors across North America and allows property owners to compare options through a dashboard. The goal is to provide a property-specific blueprint rather than a generic net-zero checklist.

This matters because many companies need sequencing, not just options. A building may benefit most from insulation before electrification. Another may have a strong case for solar but require financing support. Another may need EV charging infrastructure because of fleet or tenant requirements. A roadmap helps connect these decisions into a coherent plan.

Regional Differences Still Matter

The conversation also covered regional variation across Canada and the United States. Jahangiri noted that incentives, rebates, and regulations differ across provinces, states, cities, and utilities. These differences can strongly affect project economics and timing.

He also pointed out that incentive changes can create uncertainty for the market. When programs are reduced, changed, or ended, contractors and property owners may need to reassess the economics of planned projects. At the same time, he argued that rising energy costs and stronger underlying economics may gradually reduce dependence on incentives.

For now, however, policy and financial support remain important. Businesses operating across regions need to account for this variability rather than assuming that one clean energy roadmap can be copied from one location to another.

What May Drive Adoption Over the Next Few Years

Looking ahead, Jahangiri expects clean energy adoption to become more common as technology improves and the financial case becomes clearer. He suggested that the key question is not whether the transition will happen, but how quickly it will become a normal part of property ownership and business operations.

His view is that time, technology advancement, efficiency gains, and market need will all play a role. Solar panel efficiency, product innovation, and increasing demand for reliable energy sources may push more property owners to consider producing or managing more of their own energy.

For businesses, the shift is likely to be driven by a mix of cost control, compliance, energy resilience, customer expectations, and practical availability of better tools. The companies that make progress will likely be the ones that treat energy upgrades as part of facility strategy and financial planning, not as a side project.

Conclusion

The conversation with Arshia Jahangiri highlighted a practical issue in clean energy adoption: the market does not only need better technology. It also needs better decision-making tools, clearer financial analysis, more reliable contractor pathways, and less fragmented access to incentives.

For commercial property owners, energy upgrades are becoming more relevant because of electricity costs, emissions expectations, regulatory pressure, and operational needs. However, adoption still depends on whether companies can understand which upgrades make sense for their specific properties and how to implement them without getting lost in the process.

The main takeaway is straightforward: clean energy adoption becomes easier when users can move from general interest to a clear, property-specific roadmap. For businesses navigating sustainability, ESG, emissions reduction, and energy planning, that clarity may be just as important as the technology itself.