Shaping the next era of coatings: Innovation, sustainability and the power of digital

At PPG, we see these dynamics not as obstacles, but as catalysts. This period of rapid change presents an ­opportunity to reimagine how coatings and coating stacks are designed, delivered and used, both inside and outside the can. One of the most significant challenges for coatings manufacturers today is that customers expect more than ever before. They expect their “job to be done,” to be productive, simple and high quality. Whether it is an automaker seeking to reduce energy consumption in the paint shop, a beverage company adapting its packaging to regulatory requirements, or a contractor navigating increasingly strict environmental standards and ­labor shortages, our industry must ­deliver solutions that enhance productivity, ­reduce waste, and improve sustainability without compromising performance. This has fundamentally shifted how manufacturers should innovate. It is no longer enough to provide only the coatings technology; we must make the job to be done easier and provide the processes, tools and digital workflows that help customers apply that coating more efficiently and consistently.

Challenges in the raw material market

At the same time, the industry continues to navigate unpredictable raw material markets. The availability and pricing of resins, pigments, solvents and additives frequently fluctuate due to global demand cycles, the geopolitical environment, logistics constraints and the accelerating push toward lower carbon materials. Concurrently, the regulatory environment is shifting around the world at a faster speed than we have ever experienced. This volatility directly affects R&D strategy. It requires us to formulate coatings that can be manufactured using a broader range of inputs, or that incorporate novel chemistries which reduce dependence on vulnerable raw materials. When market conditions change, R&D teams require the agility to pivot formulas quickly, ensuring continuity for customers without compromising quality. At PPG, we are investing in material sciences, polymer synthesis and engineering capabilities to anticipate these shifts and use them as opportunities.

Raw material trends

Looking ahead, several raw material trends will meaningfully reshape the coatings landscape. The push for lower carbon, biobased and circular materials will continue to accelerate, particularly as global regulators tighten requirements around VOC emissions, hazardous substances and lifecycle impact. Waterborne technologies, biobased resins, recycled polymers and new catalyst systems will increasingly define the backbone of future formulations. As these materials gain traction, they will open new opportunities to redesign coatings for performance characteristics such as faster cure times, improved corrosion protection, lower density for lightweighting and enhanced durability. Yet new materials alone will not move the industry fast enough. Technical complexity is increasing, customer expectations are climbing and product lifecycles are compressing. To accelerate innovation at the speed the market demands, our industry must think differently about how we discover, develop and scale technology. This is where digital transformation plays an essential role.

Digital tools are increasingly important

For decades, formulation development relied heavily on physical experimentation, which is both time and resource intensive. Today, digital tools, such as machine learning models and digital twins, are allowing us to learn faster. At PPG, digital twins for formulations are helping scientists narrow down the most promising chemistries before they ever enter the lab, reducing the number of iterations required to reach a commercially viable product. These tools do not replace physical testing, but they dramatically improve its efficiency. Our teams are now able to combine their expertise with data driven insights, accelerating discovery and delivering better outcomes for customers.

Beyond the coating

Innovation also extends well beyond the coating itself. Increasingly, value is created through application technologies, automated systems, robotic and AI-enabled workflows, and digital ecosystems that simplify the use and application of the coating. Areas like simplified digital design tools reduce labor requirements and energy use, minimize waste and create overall productivity, which are value drivers that customers require. Whether it is overspray-free coating systems that improve transfer efficiency, low temperature cure processes that lower energy consumption in automotive plants, or digital refinish platforms that save technicians hours of time per job, these advancements illustrate how much opportunity exists to rethink the entire customer journey.

Sustainability is a key driver

Lastly, sustainability remains a critical driver and integral part of this work. Customers are facing intense pressure to reduce energy use, decrease emissions and meet environmental standards. Coatings have a unique ability to help them do so. Whether through low temperature, expanded bake electrocoat technologies that reduce oven energy consumption, precision application ­systems that minimize waste, fire protection coatings tailored for electric vehicles, or biobased architectural paints that improve indoor air quality, coatings can dramatically improve performance and environmental impact. As we look toward the future, the greatest opportunity for our industry lies in the convergence of advanced materials, digital insights and sustainability-driven design. The companies that will lead the next era of coatings will be those that innovate across the entire ­value chain, partner closely with customers and embrace the power of data to accelerate decision making. At PPG, we are committed to building that future—one breakthrough, one collaboration, and one customer success at a time.

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