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Between green goals and market demands: Decorative coatings in a balancing act
Demand for sustainable products continues to grow — but decorative coatings must also be durable, affordable, and easy to apply. Striking the right balance is one of the greatest challenges facing the industry today.
The decorative coatings market is one of the most dynamic segments of the industry — and marked by complex trade-offs. On the one hand, there’s increasing pressure from regulation and consumers to move toward sustainability. On the other, customers still expect performance, cost-efficiency, and user-friendliness.
“The balance between sustainability and economic viability is our biggest challenge,” says Dr Nicole Borho from DAW SE. Manufacturers are being pushed to develop new formulations that are low in emissions but still weather-resistant, colourfast, and competitively priced.
Meeting environmental goals without losing practicality
Technical demands are growing — especially in areas such as VOC limits, recyclability, and packaging. Yet solutions must still perform reliably in everyday use.
Regional differences further complicate matters. While sustainability labels are becoming a key selling point in Europe, price and availability remain dominant in many other parts of the world.
