АГРОЗЕМЛЯ экономика

Luis Di Como, executive vice president for global media, Unilever, recently said:

“I believe we are still in the early stages [of influencer marketing] and we need to continue working with influencers to see what measurement and success look like to create a mutual benefit partnership rooted in transparency and trust.”13 The future of influencer marketing, like anything, needs to continue evolving and will be subject to changing trends, rules, technology advancements and audience preferences; but the findings of both the industry and consumer surveys, and qualitative interviews strongly point towards its sustainability. Although it is easy to think that influencer marketing has been around for some time, by marketing standards it is still relatively new, and many brands and sectors are yet to experiment with it for

themselves. However, at the other end of the spectrum, some verticals such as fashion and beauty, sport and music, have invested in it heavily already and the marketing industry as a whole can benefit from their learnings. The entire influencer marketing landscape came about through growing consumer demand for authenticity, and while that focus may have lapsed and been eroded by commercial interests and some poorly matched relationships, the research above indicates clearly that the sector is gradually being pulled back on track. Things evolve rapidly within the world of digital marketing, and providing brands take their due diligence seriously and strive to be transparent and purposeful in their collaborations, there is no reason why the influencer marketing industry won’t be a thriving one in 2020.

01http://mediakix.com/2017/03/instagram-influencer- marketing-industry-size-how-big/#gs.8Earhxg

02https://issuu.com/weareamplify/docs/yb2_book_issu

03https://www.vogue.co.uk/article/what-is-an-influencer

04https://www.glamour.com/story/why-fashion-brands-cast- employees-in-ad-campaigns

05https://www.forbes.com/sites/ cherylsnappconner/2018/06/08/celebrity-influencer- marketing-is-dead-report-says-real-employees-and- customers-are-better/#769ffddb4b0d

06https://www.glossy.co/fashion/how-macys-is-using-its- store-employees-and-stylists-as-instagram-influencers-to- drive-sales

07https://issuu.com/weareamplify/docs/yb2_book_issu

08https://fashionista.com/2015/01/img-we-love-your-genes

09https://www.ftc.gov/news-events/press-releases/2017/04/ ftc-staff-reminds-influencers-brands-clearly-disclose

10https://www.asa.org.uk/uploads/assets/uploaded/3af39c72-

76e1-4a59-b2b47e81a034cd1d.pdf

11https://www.glamour.com/story/targets-2018-swimwear- ads-photoshop-free

12https://www.hollywoodreporter.com/news/solange- becomes-pumas-art-director-659537

Picture credits © Alliance for Rural Electrification

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2018 will be remembered as the year solar broke the 100 GW threshold of annual installations, and it will be recalled as the year solar in total reached a cumulative operational capacity of over 500 GW or 0.5 TW.

2018 will also likely go down in history as the year solar took a short ‘break’ for the next growth phase. A total of 102.4 GW went on the grid around the world last year. That’s still 4% more than the 98.5 GW installed in 2017 but compares to two years with very high growth rates – around 30% in 2017 and 50% in 2016.

Despite its rather low, one-digit year- on-year growth, solar was again the power generation technology with the largest capacity additions globally in 2018. More solar was deployed than for any other single technology. In fact, solar additions were more than twice as high as net additions for coal and also for wind. Like the year before, solar alone installed more capacity than all fossil fuels and nuclear together in 2018, although the lead was paper-thin, less than 1%. While solar’s capacity additions seem impressive in relation to its fossil fuel peers, the truth is that solar still has a very long way to go to tap its vast potential – its share in the global power output for 2018 was a very small 2%.

On the plus side, solar’s power generation cost (LCOE) decreased by around 14% year-on-year in 2018, according to Lazard Capital, now enabling power prices in the 2 US cents per kWh range in many sunny places around the world.

Low generation cost alone is not enough to facilitate growth; it also needs the right policy frameworks and energy market designs. The administration in China, the world’s largest solar market for years now, has pulled the break for its generous feed-in tariff incentive scheme in mid-2018 to make itself fit for the grid parity age, looking into tools to better steer growth and have generation closer to where demand is. At 44.4 GW, China’s market shrunk by 16% compared to its record 52.8 GW in 2017. While other leading solar markets also stagnated (US) or shrank (India, Japan) for various reasons, many new and emerging markets more than compensated for the weakness of the tier 1 group. In 2018, 11 countries installed more than 1 GW of solar; that’s two more compared to the nine GW-scale solar markets in 2017. Our Medium Scenario estimates that the number will significantly increase to 16 countries in 2019.

Europe is one of the new solar growth regions. Driven by the European Union’s binding national 2020 targets, the continent added 11.3 GW in 2018, a 21% rise over the 9.3 GW installed the year before. This year, our Medium Scenario sees demand surge by over 80% to 20.4 GW, and for 2020, we see 18% growth to 24.1 GW, which would be a new installation record, beating the 22.5 GW Europe added in 2011.

While several emerging markets showed impressive growth in 2018, Australia was probably the solar shooting star of the last year. The country and continent accelerated its stellar growth pace in 2018, adding 5.3 GW, up nearly 300% from 1.3 GW in 2017 – and this high demand is supposed to continue.

In our Medium Scenario we anticipate around 128 GW newly installed PV capacity in 2019, which would translate into a 25% market growth over the 2018 additions. Next to many other markets, we are more upbeat on solar in the world’s largest solar market China in 2019 than in last year’s GMO, anticipating a newly installed capacity of 43 GW. That’s because the Chinese administration seems to be getting their restructuring act together faster than anticipated. Also, for the following four years we are upbeat on global solar. Our Medium Scenario anticipates demand to rise by 12% to 144 GW in 2020, 10% to 158 GW in 2021, 7% to 169 GW in 2022, and 6% to 180 GW in 2023.

Like in previous years, the scenarios of the Global Market Outlook 2019 show higher growth than in last year’s edition of the GMO. In 2019, we estimate a cumulative installed capacity of 645 GW for the Medium Scenario 2019, which is about 4% higher than in last year’s GMO. Our new 5-year global market outlook anticipates for our most likely Medium Scenario, that global solar power generationplantcapacitieswillreach1,297GWin2023.Underoptimalconditions, we estimate that the world could get as high as 1,610 GW by the end of 2023 and enter the terawatt production capacity level already in 2021. However, the year that will be more likely remembered for entering the solar terawatt age is 2022, which would translate into around 4% of global electricity production.

The report and all figures can be downloaded at:

www.solarpowereurope.org

In 2018, solar took a little break from the enormous growth rates seen in previous years. Although the solar market grew modestly by only 4%, it was enough to again outdo any other power generation technology last year. More solar PV was deployed than all fossil fuels and nuclear together. Solar also added more capacity than all renewables combined—including large hydro—and had twice as much installed than wind power (see Fig. 1).

Relatively, solar’s share reached 36% of all newly added power capacities in 2018, compared to 38% the year before. While impressive at first sight, the ‘stagnation’ in both solar and wind growth in 2018 meant that renewable capacities only contributed 63% to total power additions (see Fig. 2). When looking at the share of total installed power generation capacities, renewables contributed 33% in 2018, and 26% in terms of power output. All solar PV power plants together produced only 2.2% of the world’s electricity output. This shows that despite solar’s recent dominating role in annual power generation additions, there’s huge untapped potential for both solar and its renewable peers.

FIGURE 1 NET POWER GENERATING CAPACITY ADDED IN 2018

BY MAIN TECHNOLOGY

Gas; 46 GW

Coal; 50 GW

Wind; 49 GW