The phrase "green and growing" appropriately describes a segment
of the roofing industry that is demonstrating growth and
opportunity during challenging economic times: cool roof
This is partly because there is a continuing emphasis on all
things "green," or sustainable. For example, Secretary of Energy
Steven Chu recently spoke about the energy-saving benefits of white
reflective roof coatings, and in late September, former Vice
President Al Gore helped apply white reflective roof coating to a
roof in New York and spoke about such coatings' heat island
Reflective roof coatings are considered sustainable because they
help extend the service lives of existing roof substrates, provide
energy savings for buildings and positively affect the environment
in various ways.
In addition, building owners, government leaders and consumers
are searching for ways to demonstrate they are environmentally
conscious by saving energy and reducing their carbon footprints.
The exposure and excitement surrounding cool roof coatings'
sustainability benefits present an opportunity for roofing
contractors to expand their businesses, meet the needs of
sustainability-conscious consumers and perhaps improve their
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