HMG Paints Joins Global 'Cool Roofs. Smarter Choice' Initiative

HMG Paints, the UK’s leading independent paint manufacturer, is proud to announce its participation in the international ‘Cool Roofs. Smarter Choice.’ campaign.

This initiative, launched in collaboration with the Nova Paint Club in Vancouver in May, aims to accelerate the adoption of solar-reflective coatings to combat rising urban temperatures, improve building comfort, and reduce energy consumption across the UK and around the globe.

While the campaign marks a new global push, HMG Paints brings a wealth of expertise to the table. The company has a storied history in solar-reflective technology, having supplied its Retroflect coatings since 1974 through its long-standing partnership with W.H. Screetons, which is now a proud part of the HMG Paints Group.

A Smart Solution for Modern Challenges

Cool roof coatings reflect a high percentage of sunlight and minimise heat absorption. Due to their high reflectance and thermal emissivity, these solutions keep roof surfaces significantly cooler, reducing interior building temperatures and lowering the demand for air conditioning.

Dr Aditi Bunker, an epidemiologist at the University of Heidelberg in Germany, who has been doing global studies on cool roofs and health said:

“Extreme heat is a significant health risk in our cities. As temperatures continue to rise, adapting to heat is becoming a public health priority. Cool roofs are an example of an evidence-based solution that can reduce indoor heat exposure, thus improving health, wellbeing and comfort of people exposed to extreme heat.”

Cool roofs have been shown to lower internal temperatures by 2-5°C, making it more comfortable for students to learn, workers to be more productive, and for people to sleep better at night. They also lessen the thermal stress on roofing materials and improve the efficiency of solar panels. They offer an accessible cooling solution for low-income communities, who are disproportionately exposed to severe overheating and cannot afford air conditioning.

HMG is currently working closely with its Nova Paint Club partners to ensure this proven technology is more accessible than ever to the UK market.

By sharing knowledge and best practices with independent manufacturers globally, HMG is reinforcing the role of coatings as a vital tool for an eco-efficient future.

Jonathan Falder, Sales Director for HMG Paints, said:

"At HMG, we believe innovation should have a real-world impact. By supporting this global campaign, we are highlighting ‘cool roofs’ as a simple, low-cost, yet high-impact solution to the climate challenges affecting our cities, towns and villages. Whether it’s a commercial warehouse or a residential rooftop, a simple coat of solar-reflective paint can improve comfort and contribute to a more sustainable environment."

Key Benefits of Cool Roof Technology

The technology featured in the Retroflect range and supported by the Nova Paint Club offers immediate advantages for building performance and sustainability:

• Greater Energy Efficiency: Average reduction of 2 to 5°C in indoor temperatures, potentially reducing cooling energy consumption by up to 15%.

• Asset Longevity: Lower surface temperatures reduce thermal stress on roofing structures, extending their useful life and optimising the performance of solar panels.

• Professional Value: Architects, engineers, and facilities managers can offer clients a cost-effective solution to improve a building's EPC rating and sustainability profile.

• Combating Urban Heat: By reducing the "Urban Heat Island" effect, these coatings help lower the average temperature of densely built-up areas.

• Environmental Protection: Lower energy consumption leads to fewer greenhouse gas emissions, helping to mitigate global warming.

“For building professionals, cool roofs are not only climate-smart but business-smart,” says Paolo Giaccone, Secretary General of Nova, whose members are spread out in Europe, Asia and the Americas.

“As temperatures get higher, keeping heat out will be fundamental to building design. Cool roofs are a simple way to build in heat resiliency and future proof buildings that will need more cooling without using energy.”

“They lower operating costs for clients, extend roof life and can help get ahead of future building regulations to address extreme heat,” he adds. “Whether it’s retrofitting a school or designing a new residential complex, cool roofs deliver immediate and long-term value.”

Founded in 1983, the Nova Paint Club is an international alliance of leading independent paint and coatings manufacturers and is spearheading the ‘Cool Roofs. Smarter Choice.’ campaign.

The group facilitates the global exchange of technology, research, and sustainability initiatives, allowing members like HMG Paints to remain at the forefront of industry innovation and drive innovations such as Cool Roof technology. For more information on HMG Paints or to discuss your own Cool Roof initiative please visit here.