PPG Unveils 'Tomorrow Included' Sustainability Concept for Architectural Coatings in EMEA

PPG has embarked on an ambitious journey towards sustainability with the launch of its pioneering TOMORROW INCLUDED marketing concept, specifically tailored for the Architectural Coatings (AC) sector spanning Europe, the Middle East, and Africa (EMEA). This strategic initiative is poised to revolutionize how the company communicates its commitment to sustainability while showcasing the inherent eco-friendly features of its architectural products.

The TOMORROW INCLUDED concept represents a holistic approach towards sustainability, aiming not only to emphasize the environmental advantages of PPG's architectural coatings but also to engage and empower customers in making sustainable choices. Through this initiative, PPG seeks to underscore its dedication to environmental stewardship and drive positive change within the industry.

Over the coming months, PPG will gradually introduce the TOMORROW INCLUDED concept across its portfolio of renowned brands, including TIKKURILA, BECKERS, SIGMA, JOHNSTONE’S, and ALCRO. Each brand will serve as a platform to highlight the diverse sustainability benefits offered by PPG's architectural coatings, ranging from enhanced durability to energy efficiency, safety enhancements, carbon footprint reduction, and recyclability.

Key to the TOMORROW INCLUDED concept is its integration into various marketing channels, including product packaging, advertisements, websites, and social media platforms. By prominently featuring sustainability attributes in these materials, PPG aims to raise awareness among customers and stakeholders about the environmental advantages of its products while inspiring them to make informed choices that contribute to a more sustainable future.

Moreover, TOMORROW INCLUDED serves as a testament to PPG's ongoing commitment to innovation and sustainability. By leveraging the power of marketing to promote sustainable practices and products, PPG is not only driving value for its customers but also reinforcing its position as a leader in sustainable coatings solutions within the EMEA region and beyond. Through this initiative, PPG is paving the way for a more sustainable tomorrow, where environmental responsibility is at the forefront of every decision.

Svea Paju, PPG marketing director brands, AC EMEA North and East, emphasized that sustainability is deeply ingrained in every aspect of their operations at PPG, encompassing innovation, operations, and market strategies. She stressed that their commitment to sustainability empowers them to steer their customers toward appropriate product solutions that align with their sustainability objectives.

Paju noted that sustainability is increasingly becoming a prerequisite for conducting business in many regions worldwide. She highlighted its significance not only for customers but also for various stakeholders, including investors, employees, potential employees, and suppliers. Paju expressed confidence that this approach would assist their customers in making more informed decisions.