Sustainability is an emerging need in the building and construction industry. An Eastman survey found close to half of U.S. consumers (45%) have become more interested in paint made from sustainable or natural ingredients since the COVID-19 pandemic began. But their understanding of sustainability in paint is in its infancy, with 55% of respondents not knowing what would make interior paint more sustainable or environmentally friendly.
Those who had an answer gave materials or ingredients as a top response (31%), followed by nontoxic paint that doesn’t release VOCs (23%), and paint made with fewer chemicals (16%).
Since consumers haven’t settled on a definition of sustainability, brands have a unique opportunity to define sustainability for their customers and position themselves as sustainability leaders for decades to come.
In addition, increasing investor and consumer interest is driving the need for carbon reduction, sustainably sourced materials, and “safer” material alternatives. Interest in biobased paint components is rising, spurring the development of both biobased alternatives and attention to compatibility with bio-based products among conventional additives.
A roundtable of industry stakeholders held by the American Coatings Association included these insights: