Cool Roofs Economics and Marketing Perspective
Pp. 310-332 (23)
Robert Bird and Rebecca Tonkin
The construction industry recognizes that there is a growing impetus, spurred by
well-respected global organizations, to reduce the energy consumption and carbon footprint
of buildings. This shift presents both challenges and opportunities for the buildings industry.
A major opportunity concerns the role of cool roofs in reducing cooling loads and yielding
other benefits to a wide range of stakeholders with an interest in building programmes. As
yet, however, a significant sector transformation for cool roofing has not materialized. In this
chapter we aim to understand why this has been the case by investigating factors that we
believe to be important influencers of sector development. Questions are posed regarding the
definitions and structure of the cool roof arena. Associated opportunities and the sector
drivers have been investigated. The chapter also considers how sector demand is being
generated and discusses whether all of the stakeholders are fully engaged in this process.
Finally, an attempt is made to identify the nature and availability of initial information that
industry players might require in order to consider investment in the cool roofing sector. In
conjunction with this examination, some recommendations are made that it is believed could
encourage sector development for cool roofing.
Markets needs, market structure, market drivers.
Huntsman Pigmets, England