Coatings World - May 2009

Low- & Zero VOC Paint Technology

No longer merely a buzz word, demand for ‘green’ coatings continues to

increase for both the professional and DIY markets.

BY KERRY PIANOFORTE

ASSOCIATE EDITOR

Over the past decade, consumer demand for products, including paint and coatings, deemed environmentally friendly has gained in popularity. No longer merely a buzz word, consumers are becoming more aware of the advantages of using “greener” products. As more companies expound the virtues of reducing their environmental footprint and buying carbon credits, going green has become an important trend.

According to a recent study by Chemark Consulting, the rising demand from customers, including architects and other specifiers, for coatings companies to improve their green profile have resulted in more environmentally-friendly formulations, sustainable manufacturing practices, carbon footprint reductions, paint “take-back” programs and variety of product certifications.

According to the study, an important trend that is placing pressure on coatings manufacturers to produce environmentally friendly products are green building standards, most notably the U.S. Green Building Council’s (USGBC) LEED (Leadership in Energy and Environmental Design) initiative. Generally speaking, buildings adhering to USGBC standards use environmentally sound, sustainable and low impact processes and materials that reduce their environmental impact.

Another trend fueling the demand

According to Carl Minchew of Benjamin Moore, the Natura line of zero-VOC paint is available in nearly all of the company’s 3,500 colors and can also be color-matched to the customer’s personal choice. “Natura is green without compromise,” said Minchew. “It is the greenest paint Benjamin Moore has ever made.”

for green products is legislation in environmentally progressive areas, such as California, to drive down VOC content.

“There seems to be two key drivers,” said Carl Minchew, Benjamin Moore’s director of product development. “One is clearly the VOC rules that limit how much VOC can be used in architectural coatings in the U.S. Over the years these limits have moved downward. Although zero VOC is not mandated, the technology to make these coatings has evolved as we worked to reduce VOC content.

In addition to adding less VOC to the air, these coatings also have less odor and dry quickly.

“The second driver is a renewed interest in environmental issues spurred on by the publicity regarding climate change,” continued Minchew. “Whether it is smaller, more efficient cars or high efficiency light bulbs, the green message is everywhere. Paint selection is just one more area where concerned people can exercise a choice.”