White is the New Black Gone Green… When It Comes to Roofs

PHILADELPHIA--(BUSINESS WIRE)--Summer’s coming, and that means hot days – hot enough to have to turn on air conditioners. But what if we could lower that need – just a little bit? According to the United States Department of Energy, the average air-conditioned home releases two tons of carbon dioxide into the atmosphere at energy is consumed – and as homeowners collectively lay out a total of $11 billion a year to cool those homes.

Today, there isn’t an easy solution to the challenges of energy use and pollution, but there is an easy way to cut back on both and add some other cost-saving benefits in the process: elastomeric roof coatings. Elastomeric roof coatings protect flat roofs from UV light as well as damage from wind and rain. Important characteristics, however acrylic roof coatings are also white – and therefore help reduce cooling costs. The technology behind these coatings are a mainstay in an environmentally advanced portfolio that specialty materials company Rohm and Haas (NYSE:ROH) has been developing for the last 30 years.

Because they are white, elastomeric coatings reflect more sunlight before it becomes heat. Traditional flat black roof coatings, such as asphalt, absorb sunlight and radiate heat. These elastomeric coatings also protect against cracking because they themselves expand and contract as part of the roofing material. The result is a cooler and longer-lasting roof, lower ambient air temperatures and energy savings for the entire building.

Elastomeric roof coatings also have the potential to help save lives. According to the United States National Weather Service, heat is the leading weather-related killer. More than 400 Americans die from heat-related illnesses in a typical year, more than killed by lightening, tornadoes, floods, and hurricanes combined. Most of these deaths take place among the elderly and poor, who cannot afford air conditioning. Cities like Philadelphia have begun housing initiatives enlisting the use of white elastomeric roof coatings and are seeking increased standards for new and replacement flat roofs above the current state building codes.

Lastly, not only does an elastomeric-coated roof save energy and lives, but it reduces landfill waste and provides substantial savings in maintenance and replacement costs. Roof repair used to mean tearing off the aging roof and replacing it, but with proper maintenance, elastomeric-coated roofs can last much longer than traditional roofs. Maintenance is limited to occasional cleaning with a hose or power washer and reapplication of the coating on average every 7 to 10 years.

Through this and many other efforts, Rohm and Haas is helping protect us and our environment, making the impossible possible.

About Rohm and Haas Company

Leading the way since 1909, Rohm and Haas is a global pioneer in the creation and development of innovative technologies and solutions for the specialty materials industry. The company’s technologies are found in a wide range of industries including: Building and Construction, Electronics and Electronic Devices, Household Goods and Personal Care, Packaging and Paper, Transportation, Pharmaceutical and Medical, Water, Food and Food Related, and Industrial Process. Innovative Rohm and Haas technologies and solutions help to improve life every day, around the world. Based in Philadelphia, PA, the company generated annual sales of approximately $8.9 billion in 2007. Visit www.rohmhaas.com for more information. imagine the possibilities™