Trend to Standard Practice — Demand for Sustainable Products and Practices Remains Steady
Demand for sustainable products and practices remains steady in the independent channel, with growth tied to performance, efficiency and the realities of an aging housing stock.
Sustainability continues to shape the home improvement market, though its role has shifted over the years from emerging trend to embedded expectation. Demand remains intact, with purchasing decisions increasingly tied to performance, efficiency and long-term cost control.
The broader market reflects that transition. The U.S. home improvement sector exceeded $520 billion in 2023 and is projected to approach $615 billion by 2029, driven in part by modernization of aging housing stock and continued investment in energy efficiency, according to Global Industry Analysts.
That growth is closely tied to practical upgrades. A 2024 update from USP Marketing Consultancy found that homeowners are prioritizing improvements that reduce operating costs, including insulation, HVAC systems and energy efficiency projects. The emphasis has shifted toward work that delivers measurable return rather than discretionary upgrades.
The composition of U.S. housing stock reinforces that demand. Homes built before 1990 represent a significant share of the market and typically operate with lower efficiency, creating ongoing need for retrofit activity, according to Market Data Forecast.
At the category level, sustainability shows up through shifts in core assortments rather than new departments. Paint is one example. Low-VOC and zero-VOC formulations are now standard across much of the market, reflecting regulatory pressure and sustained consumer awareness. Lighting has followed a similar trajectory, with LED products firmly established as baseline inventory.
Outdoor power equipment represents another area of movement. Battery-powered tools continue to gain share as performance improves and municipalities in some regions implement emissions and noise restrictions.
In building materials, adoption is progressing more gradually. Composite decking, engineered wood and products positioned around life-cycle performance are gaining traction, particularly among contractors and higher-end DIY customers. The common thread running through these categories is durability. Products that extend lifespan, reduce maintenance or improve efficiency are gaining share because they deliver practical value.
Independent retailers are structurally positioned to respond to these shifts. Sustainability priorities vary by region, with factors such as water availability, climate and local infrastructure shaping demand. That variability creates an advantage for independent stores that can align assortments and recommendations to local conditions.
The consultative role of independent hardware stores remains a defining advantage with eco-friendly assortments. As product categories become more complex, customers rely on store staff to translate features into outcomes. That interaction is increasingly tied to explaining efficiency, compatibility and long-term performance.
Challenges persist. Price sensitivity continues to shape purchasing decisions, particularly in a market environment in which growth is expected to remain modest. The home improvement market is expected to remain relatively flat in the near term following recent volatility, with activity driven primarily by repair needs and efficiency-focused upgrades, according to the Harvard Joint Center for Housing Studies. Higher upfront costs for certain products can limit adoption, even when long-term savings are favorable.
Sustainability is settling into a baseline expectation shaped by efficiency, durability and system performance. Manufacturers continue to integrate these attributes into standard product design, while demand is driven by the practical needs of maintaining and upgrading existing homes. The alignment between product performance and everyday use is where sustainability continues to gain ground in the independent channel.
6 Ways to Turn Sustainability Into Sales
Prioritize categories with built-in demand such as insulation, HVAC upgrades and LED lighting, where customers are already focused on efficiency improvements.
Align your assortment with local conditions, including water availability, climate and housing stock.
Use simple language to explain benefits such as energy savings, durability and reduced maintenance.
Highlight compatibility across systems, especially in electrification and retrofit projects.
Manage price concerns by comparing replacement cycles and long-term operating costs.
Test new products selectively and expand based on performance and customer response.
How PaintCare Turns Leftover Paint Into Store Traffic
PaintCare is a national paint recycling program that helps retailers manage leftover paint while supporting state requirements and driving customer visits.
Operated as the stewardship arm of the American Coatings Association, the program partners with retailers in participating states to serve as collection sites. Stores provide space for bins and assist with basic customer intake, while PaintCare covers transportation and processing costs. As Callie Yow, PaintCare’s corporate communications manager, explains, the retailer’s role comes down to “a little bit of space and a little bit of time.”
The program’s scale points to its impact. To date PaintCare has collected an estimated 89 million gallons of paint, provided 14,490 large volume pickups and hosted 398 paint drop-off events.
In Washington state alone, PaintCare collected more than 1 million gallons of paint across 385 locations in one year, generating steady foot traffic as customers return to stores for disposal.
Collected paint is directed to its highest-use outcome. Latex paint is often recycled into new products, while oil-based materials are used for energy recovery. The focus is keeping material out of landfills while creating a practical service for customers.
For independent retailers, PaintCare adds a service-driven touchpoint that reinforces the store’s role in the community and brings customers back through the door.
For more information, visit paintcare.org.
