Global Trends Part 1: North America

By Crystal Morrison, Ph.D., and Eric Casebolt, The ChemQuest Group, Inc.

Understanding the trajectory of the coatings industry is essential for business leaders and strategic marketers, but it’s equally important to assess whether innovations and product launches align with the megatrends shaping the market. Aligning a company’s innovation portfolio and strategic initiatives with these megatrends ensures long-term relevance and impact, avoiding the pitfalls of short-lived gains.