When cool roof products were first introduced, there was a great deal of enthusiasm in the industry in regard to the products’ potential, particularly in terms of energy savings for the consumer. Over the last five years, the metal building and roofing industry has continued to invest in research and development of more environmentally friendly manufacturing processes. With innovative products and systems, such as cool metal roofing colors, the metal building and roofing industry has made significant strides in providing sustainable roofing products that offer lower energy costs with less of an impact on the environment.

Metal roofing products are wind and fire resistant, durable, and provide a low-cost life cycle. In addition, cool metal roofing colors are helping win the energy war by increasing heat reflectivity — even on medium- to dark-colored metal roofs — to meet EnergyStar specifications. In warmer climates, such as the South, the need for roofing systems that reduce the impact on the environment and provide high reflectivity is increasing every day. With rising global air temperatures, roofs must absorb more heat than ever before, increasing energy production to alarmingly high levels. Lower energy costs, longer roof life expectancies, greater roof color flexibility and a cooler, cleaner environment in which to live, offer the rationale behind these sustainable products.

Cool metal roofing was first developed by the clear need for “green” products. Created to combat the ultra-violent rays that give potentially harmful feedback into the environment, this product has been introduced by several manufacturers, including Architectural Metal Systems. “We introduced our Cool-Scape Solar Reflective Roof concept based on a need for more sustainable products through our affiliation with BASF,” said James Townsend, AMS’ director of business development.

It only seems natural for the roofing products to continually increase their environmental efficiency. Since the roof is the protector of the building, it is the most logical starting place for the greening process. The cool metal roofing concept however, has had a general lack of exposure and promotion by the industry.

The general public has little awareness of the metal roofing industry product. In fact, the erroneous viewpoint of the consumer is that metal is fundamentally unfriendly to the environment. There is a general lack of knowledge regarding metal building systems’ energy efficiency and sustainability. These issues, along with the perceived expense and lack of understanding associated with using green products, has made the general demand for cool metal roofing less substantial than once anticipated.

“The timing is right for this product but many companies have not put their promotional dollars and muscle behind it,” said Townsend. “We are focused on promoting AMS’ green products in the industry, but we are also targeting an increase in public awareness. Once the public understands what this product can mean to their life…and their pocketbook…the demand will grow.“

Cool metal roofing does work. With the backing of the Metal Building Manufacturers Association (MBMA) and their dedication to green building systems and products, the building green movement can only improve. It is a slow-moving process, but as with most innovative new products, it is only a matter of time before metal roofing industry’s demand for environmentally-friendly green products is blowing through the roofs.

Courtesy: Metal Construction News