The Green Shift in Painting - Sustainability and Practicality

Sustainability is one of the hottest topics across many industries, so it’s no surprise that European painters are joining the conversation. But while the push for green alternatives is growing, the question is – what’s their take on this shift? It turns out that while we do see an interest in sustainability, practicalities still rule the decision-making process, meaning the transition to greener alternatives becomes a bit more complex than just offering eco-friendly options.

So what do painters really think about sustainable products and what will it take for eco-conscious solutions to become the norm? Let’s look at the specifics.

Familiar Choices Are King

Long story short, most painters aren’t looking to experiment: specialized wholesalers remain their go-to and traditional buying habits still hold strong. Painters generally tend to rely on products they’ve used before and trust, and this pattern extends across everything from paint and consumables to power tools. Reliability is key, and while sustainability is becoming a topic of interest, it’s not yet the top priority when making a purchase. What is?

Durability First

If there’s one thing that trumps all others when choosing a product, it’s durability. A whopping 38% of painters rank durability as their number-one priority when buying sustainable products. When it comes to power tools, that number jumps to 49%. Why? Because long-lasting products make the job easier, save money over time and reduce downtime due to replacements or failures.

Painters operate under tight deadlines and budgets, so they need tools and materials that won’t let them down. This is where sustainability often faces a challenge; if an eco-friendly product doesn’t handle the day-to-day mileage well, it won’t win over professionals in the industry.

Quality Over Flash

Right behind durability, quality is the second most important factor, with 19% of painters prioritizing it. For paint specifically, that number rises to 23%. A product needs to perform well, and that could mean smooth application, strong adhesion or a tool that withstands the usual wear-and-tear. Painters don’t really want products that claim to be sustainable; they need them to deliver top-tier performance first and foremost.

In many cases, flashy marketing won’t have any impact. If an eco-friendly paint doesn’t go on as smoothly or doesn’t provide the same coverage as a traditional one, it’s unlikely to become part of a painter’s toolkit.

Price

Quite simply put, a green transition comes with a hefty price tag. And painters are well aware of affordability, with some 16% of them listing price as a key consideration. They’re willing to invest in high-quality and durable products, but cost will remain a guiding factor. This poses another hurdle for eco-friendly alternatives – if sustainable options are significantly more expensive than traditional products, adoption will be slow.

Sustainable vs. Built-to-Last

When it comes to choosing so-called “sustainable” products, we see that painters tend to zero-in more on performance and practicality, rather than on environmental impact. More pronounced sustainability factors – a low carbon footprint, recyclable materials or supply chain transparency – barely register in their decision-making. This reinforces the industry’s preference for tried-and-true products over those marketed primarily for their eco-friendliness.

There is some interest in low-VOC and water-based alternatives, which are both safer and more sustainable, but adoption remains slow. Just 3% of painters actively seek out low-VOC or zero-VOC paints, and solvent-free options fare only slightly better at 4%. These figures suggest that while sustainability is on the radar, painters still overwhelmingly prioritize efficiency, reliability and performance above all else.

The Role of Manufacturers

Most painters agree that manufacturers play a vital role in making the transition to sustainable products easier. The majority believe that manufacturers should:

• provide more information about sustainable products to painters (64%) and end-users (66%)
• offer take-back programs for old products (63%)
• replace current assortments with more sustainable options (62%)

Painters aren’t necessarily against sustainability, they just need the right support, information and incentives to make the switch. Manufacturers that can bridge the gap between performance, affordability and eco-consciousness will have the best chance of winning over even the toughest industry pros.

Sustainability Trends Across Europe

Some 42% of painters listed a long lifespan as the most important attribute of a sustainable product, and this trend is particularly strong in Belgium (64%), the Netherlands (63%) and Sweden (60%). However, when it comes to actual environmental features like water-based formulas, solvent-free solutions, or biodegradable materials, the numbers are telling: only 13% of painters prioritize eco-friendliness.

Water-based products (6%), solvent-free ones (6%), biodegradable ones (5%) or recyclability (5%) – in other words, staples of environmentally friendly approaches – all rank significantly lower. for example, show very little interest in any of these.

Sweden (14%) and Denmark (16%) show a higher interest in eco-friendly options, but Italy stands out with a greater focus on sustainability, its painters clearly showing a preference for biodegradable products (24%), emphasizing eco-friendliness (21%) and 16% opting for solvent-free solutions. However, for most of Europe – Netherlands, Poland, Spain… – sustainability translates to longevity rather than true environmental impact.

Willingness to Pay

While cost remains a tangible barrier in the transition process, some European painters are willing to invest in sustainable products for their projects. In fact, nearly 20% are ready to pay an additional 6-10%, 11% would go as high as 16-20% more, and 14% are even open to spending over 20% more compared to standard products. This means that awareness, a growing concern and commitment to sustainability is out there somewhere, despite the higher expenses.

It’s worth mentioning that a notable 23% remain unwilling to pay more, highlighting that any shift towards an eco-friendly position will first need to address cost concerns.

What’s Next?

Sustainability is gaining traction, but the painting industry remains hesitant to fully embracing eco-friendly solutions. Painters are generally open to the idea, but they won’t compromise on durability, quality or affordability. To drive meaningful change and motivate a change, manufacturers must offer sustainable products that perform just as well – if not better – than their traditional counterparts.

Providing clear, transparent information about sustainability, introducing take-back programs and making green products more cost-competitive will be crucial in shifting the industry’s mindset. Until then, painters will continue prioritizing what works best for the job at hand, regardless of how eco-friendly it may be.

For now, the demand for sustainable solutions exists, but the products must meet industry expectations before they become the standard. It’s not just about being green—it’s about being great.