In the past few years, the marketplace for green products has gone through a dizzying revolution. Lead by initiatives like organic foods, alternative fuels, and conservationism, the paint industry is heading the expansion of the green building movement, responding to pressure from environmental groups and consumer demand for eco-friendly products with fewer dangerous and CO2 producing compounds.

One reason for this is that the “green initiative” is being mandated at a local, regional, and even national level,” says Steve Revnew, director of marketing and product development at Sherwin-Williams in Cleveland. Another reason is that architects and building owners are indicating a trend toward green building certification, such as LEED, the industry’s recognized commercial green certification.

On the residential level, homeowners are becoming increasingly aware of the environmental impact of the products in or on their homes and are asking for, sometimes even demanding, green products. Many homeowners have pragmatic issues such as health concerns: allergies, high-risk diseases, or even concern for the welfare of infants and the elderly, any of which maybe affected by the VOC level of some of today’s latex products.

Today’s green paints are among the premium, highest-grade materials available. The latest generation of green paint has better flow and leveling, higher hide and superior wash-ability. This translates into fewer coats and touch-ups. In addition to its better known qualities such as low VOCs and low odor, which improve air quality, the environmentally responsible coatings also contain antimicrobial properties to resist the formulation of mildew on the paint film.

The future of paint lies with a balance with nature: environmentally benign products that have little or no impact on our ecosystem while still providing the protection, color, and durability of traditional paints.

Patriot Painting Professionals Inc.