UK consumers are being urged to exercise extreme caution when purchasing home improvement supplies, as new research reveals that a wave of vague “eco” marketing may be misleading the public. A survey conducted by Ipsos for the British Coatings Federation (BCF) has highlighted a widespread lack of confidence among shoppers regarding the environmental credentials of paint products.
The study, which surveyed 1,130 UK adults, found that only 39% of consumers feel confident in assessing the environmental impact of the paint they choose. Conversely, 46% admitted they are either “not very” or “not at all” confident in their ability to distinguish genuinely sustainable products from those merely trading on green buzzwords.
The core of the issue, according to the BCF, is the lack of a standardized regulatory definition for “eco” paint in the UK. Manufacturers frequently utilize terms like “natural” or “eco-friendly” on packaging, but experts warn that these labels often lack transparency.
“It’s encouraging to see consumers taking an interest in the environmental impact of the products they buy,” said Zoe Slade, Sustainability Manager at the British Coatings Federation. “However, there is no official UK definition of an ‘eco’ paint. 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 of relying on marketing slogans or social media influencers—a practice particularly common among younger shoppers—the BCF is calling for a more evidence-based approach. The survey found that 27% of 16- to 24-year-olds are willing to trust social media content when assessing environmental claims, a trend that experts fear could lead to “greenwashing” successes.
When choosing paint, consumers remain primarily driven by traditional factors: color (58%), value for money (49%), and durability (45%). While environmental concerns are a significant factor for 18% of the youngest age bracket, there is clearly a knowledge gap regarding what actually constitutes a sustainable product.
The BCF is now encouraging buyers to look past the packaging and evaluate the actual substance of the product. This includes researching ingredients, the manufacturing process, and, crucially, the product’s longevity. A more durable paint that requires fewer coats or less frequent reapplication is often a more sustainable choice than a “natural” paint that lacks performance, the report suggests.
To help clear the confusion, the BCF has published its De-Mystifying Eco Paints Guide. The resource aims to educate the public on complex industry terms like VOC (Volatile Organic Compound) content, the differences between water-based and solvent-based formulas, and the proper disposal of leftover paint—a challenge, as 43% of those surveyed admitted they simply store leftover paint at home rather than recycling it.
As the DIY market continues to grow, industry leaders hope these findings will empower consumers to look past the label and focus on the data.
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