October 27, 2026
Are you confident weighing up the eco credentials of paint?
New research from the British Coatings Federation (BCF) has revealed a lack of consumer confidence in the understanding of paint’s environmental impact.
UK consumers are being urged to look beyond ‘eco’ labels, marketing slogans and social media content when choosing paint, following new research which reveals less than half of us feel confident about weighing up the green credentials of different products.
A survey conducted by Ipsos, of 1,130 UK adults aged 16-75, commissioned by the BCF, found that 39% of people say they would feel confident in determining the environmental impact of a paint product, compared with 46% choosing “not very” or “not at all” confident.
The BCF, which represents manufacturers responsible for around 95% of decorative paint sold in the UK, is encouraging consumers to take a more evidence-based approach when assessing a paint’s environmental credentials, rather than simply relying on brands that label themselves as ‘eco’ or ‘natural’.
Respondents were asked to imagine they were choosing paint for DIY/home decoration and to pick their top three factors (from 10 presented) that would be important to them when buying paint. Colour or shade (58%), value for money (49%) and durability (45%) were the three most-selected drivers for consumers’ paint choices.
Environmental considerations also appear to be important, particularly for younger people, with almost one in five (18%) 16 to 24-year-olds putting being environmentally friendly among their top three factors when choosing paint. This is more than twice the proportion of those aged 25 and over (8%).
The research also highlights the role of social media in shaping consumers’ environmental choices. One in 10 (10%) of adults surveyed said they would trust social media content for information on a paint’s environmental credentials, while among younger adults surveyed, this rises to more than a quarter of 16 to 24 year olds (27%).
Zoe Slade, Sustainability Manager at the British Coatings Federation, said: “It’s encouraging to see consumers taking an interest in the environmental impact of the products they buy, but our research shows that the majority of people still don’t feel confident about how to weigh up the environmental impact of different paints.
“There is a huge amount of information available online, particularly on social media, but not all of it is based on sound science. This makes it difficult for consumers to distinguish meaningful environmental information from vague marketing claims.
“There is no official UK definition of an ‘eco’ paint, so consumers shouldn’t assume that a product is better for the environment simply because it carries the term ‘eco’ or ‘natural’ on the label. Instead, they should look at the evidence behind a product, including what it contains, how it is made, how well it performs and how long it lasts.”
When asked what single factor they believed has the biggest impact on a paint’s environmental credentials, 20% pointed to the use of water-based (rather than solvent-based) formulas, while 18% selected the level of Volatile Organic Compounds or VOCs present in the product. 15% of respondents selected endorsement by environmental organisations as the biggest influence on deciding whether a paint has a more positive or negative environmental impact.
However, the BCF warns consumers not to assume that every environmental endorsement is backed up by scientific evidence. Some organisations making green claims on social media have links to particular paint products or brands, which is why the BCF is urging consumers to consider the evidence behind the claim.
“Environmental impact is more complex than any single characteristic and should be considered across a product’s lifecycle – from the raw materials and manufacturing process to performance, durability and disposal,” added Ms Slade.
The research also explored consumers’ likely behaviour around leftover paint and empty paint packaging. 43% of respondents surveyed said if they had leftover paint, they would be most likely to keep it at home rather than recycle (for purposes which may include reusing it on another job). Among those who would not keep the paint at home (n641), more than two thirds (69%) would choose a recycling route, with 48% of respondents saying they would be most likely to take it to a council Household Waste Recycling Centre and 21% to a DIY-store that has a recycling scheme if both options were available to them. However, one in five (20%) said they would throw away leftover paint, either in their household waste collection or by other methods, while 7% did not know.
For empty paint packaging, 47% of all consumers surveyed, would be likely to choose a recycling option, compared with 42% of respondents choosing a non-recycling option (i.e. would be likely to either dispose of it in their household waste, or keep it stored somewhere at home instead of disposing of it).
The BCF recently published its De-Mystifying Eco Paints Guide to help consumers navigate some of the claims and terminology used around environmentally friendly paint. It explains issues including VOCs, water-based versus solvent-based paint, durability, the way that paints are made using different raw materials and the correct disposal of unwanted paint.
Talking about the guide, Zoe Slade added: “Our guide isn’t about telling consumers which paint brands or products to buy. It’s about giving them the facts they need to understand the environmental claims they see and make their own informed decisions.”
The BCF says most modern, decorative paints sold in the UK are now water-based, low in VOCs and subject to strict UK regulations covering safety and environmental impact. Consumers can also find useful information on paint labels, including VOC levels – with lots of manufacturers choosing to display the BCF’s ‘Globe Icon’, coverage and compliance with relevant standards.
