Solar Energy, Solar Cells, and Product Positioning: Marketing Strategy

Product positioning is a marketing strategy that I supposed suppliers of solar cells have not mastered up to this time when almost all the countries in the world is struggling to survive the harsh effects on the utilization of fossil fuels. It is likewise ironic to learn that one of the biggest consumer of solar cells are the nations that could be considered as major suppliers of fossil fuel. That is, in their production of fossil fuel for marketing, Companies employ solar powered plants. How should we call the consumers of fossil fuel?