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Paints that reduce the demand for cooling and heating are winning investment and attention from the construction industry. IN BRIEF Reducing energy consumption is an important part of fighting climate change—and a great way to cut expenses. Governments, corporations, and homeowners are looking to technology to reduce the demand for heating and cooling. Heat pumps, solar panels, insulation, air sealing, and sweaters all get lots of attention, but roof coatings offer another opportunity. Installation is simple and costs are low, sometimes as straightforward as replacing a conventional paint with a new coating system during regular maintenance. New entrants into the market promise better thermal management with a range of chemical tricks, and the coatings industry is watching closely. ....