As sustainability and digital transformation continue to reshape the coatings industry, manufacturers are responding with innovations that meet evolving consumer expectations. Behr Paint Company, a perennial presence on PCI’s Top 25 North American Coatings Manufacturers list, continues to lead in sustainable practices, performance-focused formulations and digital tools that enhance the design experience. Andy Lopez, head of marketing at Behr, shares insights on how the company is adapting to market demands and preparing for the future.

Andy Lopez. Image courtesy of Behr.

PCI: What are the current trends in the paint and coatings industry that Behr is focusing on?

Lopez: A key trend we’re focusing on is sustainability, as more consumers and building professionals are prioritizing eco-friendly products as well as high-performance coatings that last longer while requiring less material. At Behr Paint Company, we are committed to building a positive environmental and social legacy with products and packaging designed to keep the environment in mind. Our products offer durability and improved formulations — providing users with the dependability and functionalities they are seeking without sacrificing environmental impact.

PCI: How does Behr incorporate sustainability into its products and practices?

Lopez: Behr is committed to ongoing sustainability efforts across product development, packaging, operations and more. We abide by several Eco Product Design Principles — important sustainability attributes — to guide the design and development of our products, including mindful formulations, low-impact packaging and efficient manufacturing.

We also continue to focus on developing low-VOC formulations and high-performance water-based technologies that contribute to cleaner indoor air and help reduce the need for frequent repainting, aligning with our mission to minimize waste and promote longevity. Several of our product lines, including BEHR PREMIUM PLUS®, BEHR ULTRA® and BEHR MARQUEE®, are low- or zero-VOC, and many are GREENGUARD® Gold certified for low emissions, meeting green building standards like LEED and WELL.

Additionally, we incorporate post-consumer recycled materials into our packaging and implement waste reduction and energy-efficient practices across our manufacturing facilities, prioritizing materials with a lower environmental footprint. Through continuous research and development, we’re always working to evolve our processes and reduce our overall impact.

PCI: What are some key factors that influence consumer choices in paint products today?

Lopez: Today’s consumers want more than just color — they’re also looking for performance, ease and inspiration. Durable, easy-to-clean paints that offer stain resistance, easy cleanup and strong coverage are in high demand as homeowners invest in long-lasting updates. Bold colors are also playing a bigger role, with more people choosing hues that reflect their personal style. Visualizer tools, both online and in-store, help guide confident decisions while trends in fashion, travel, food, social media and more continue to shape color and product choices. 

PCI: How is Behr leveraging digital tools and platforms to enhance customer experience and engagement?

Lopez: One example is our partnership with MattoBoard, which offers a digital platform that allows designers to explore more than 1,600 paint colors in a fully virtual space. Users can pair paint colors with materials, textures and finishes to evaluate combinations in real time. The platform’s advanced 3D visualization capabilities — adjustable by sheen, lighting and shadows — make color selection more precise while reducing the need for physical samples. This not only helps speed up decision making and enhance collaboration, but also aligns with our sustainability goals by minimizing waste.