The paint industry increasingly presents itself as sustainable. Labels highlight “water-based”, “low VOC”, and other environmental claims.

But what actually sits inside the tin?

In this episode of The Responsible Edge, Charlie Martin speaks with historic building envelope consultant and paint manufacturer Michiel Brouns about the gap between sustainability language and material reality in the coatings industry.

Michiel explains how his work began in historic building preservation in the Netherlands before moving to the UK in 2006. While advising architects on heritage glazing, he repeatedly encountered the same question: which paint should be used on historic timber?

The answer, linseed oil paint, had centuries of proven use. Yet many architects had never encountered it. “Somebody has to manufacture it,” Michiel recalls. That realisation led to the creation of Brouns & Co.

The conversation then turns to the wider industry debate. Discussing the British Coatings Federation’s guide on environmental claims, Michiel argues the sector often relies on terminology rather than material transparency. He describes the approach as “a perfect example of flooding the zone.”

The discussion explores the structural power of petrochemical supply chains, the environmental implications of modern coatings, and the growing demand for natural materials in construction.

Michiel also outlines the single change he believes would shift the market most quickly: honest ingredient listings on building materials.

Listen to the full episode for a detailed discussion on natural paints, historic buildings, and the communication gap inside the sustainability conversation.

#ResponsibleBusiness #SustainableBuilding #Greenwashing #NaturalMaterials #Architecture