Firstly, two sustainability-driven mega trends emerged as dominant, Green & Circular and Healthy Future. Secondly, we learned that while over 70 % of respondents see sustainable products as a key differentiator, willingness to pay for them continues to depend on return on investment or cost absorption by customers. This is particularly relevant in industries such as construction and industrial coatings. Regulation remains the strongest driver for sustainability. The industry faces increasing pressure to develop safer, more sustainable solutions while maintaining efficiency and cost control. Achieving the same performance as traditional solvent-borne coatings while ensuring ...