At the Garrison Institute's 2011 Climate, Cities and Behavior Symposium, Susan Anderson and Jill Kolek from Portland's Bureau of Planning and Sustainability detailed the Solarize Portland Campaign. They united solar businesses, nonprofits, and public incentive programs to forge a cohesive message and marketing strategy.

Their tactic utilized peer pressure to establish solar energy as the "new normal." This was complemented by a community-driven, neighborhood-level volume purchasing program, significantly expanding solar access for numerous households.