Sustainability and Painting – What Matters Most?

Sustainability is an industry-wide word, but it means different things for different sectors. So when it comes to painting, what are the professionals saying? According to the Painter Insight Monitor 2024 – a yearly report on dominant trends across the sector – full-on sustainability doesn’t always top the list.

The key focus remains on durability. Overall, for 42% of painters, a long lifespan is the key attribute of sustainable products, holding especially true for Belgium (64%), the Netherlands (63%) and Sweden (60%). Environmental friendliness, water-based and solvent-free products or biodegradable products make up a tellingly smaller share (13%, 6%, 6% and 5%), with some countries having a broader understanding of what makes a product sustainable. Italy is at the forefront, with biodegradable products making up 24%, eco-friendliness 21% and solvent-free products 16%, and Sweden and Denmark emphasizing eco-friendliness (14% and 16%).

As far as top criteria for buying sustainable products go – durability (38%), quality and ease of use (19%) or pricing (16%) – we’re noticing that they’re more closely linked to functional performance than actual environmental impact. More specific and detailed markers (like water-based products, a low carbon footprint, recyclable materials or a transparent supply chain) were only mentioned by a small share of painters, clearly underscoring traditional preferences in the industry. While environmental friendliness was noted, it was a secondary concern for only 15% of respondents, meaning: painters are still looking for reliable, high-quality products that get the job done well before considering how eco-friendly they are.

In short, while sustainability is on the radar, painters remain focused on the practical side of their craft, with a growing – but limited – interest in environmentally friendly options. For manufacturers, this highlights an opportunity to bridge the gap by offering products that meet the durability needs of painters while also providing more sustainable choices. The balance between functionality and eco-consciousness is key as the industry looks ahead.