Roof Paint Steven Chu,  at the Lawrence Berkeley National Laboratory: said Painting roofs white to reflect sunlight can make a gigantic difference to global warming. From the Times of London:

“There’s a friend of mine, a colleague of mine, Art Rosenfeld, who’s pushing very hard for a geo-engineering we all believe will be completely benign, and that’s when you have a flat-top roof building, make it white. “Now, you smile, but he’s done a calculation, and if you take all the buildings and make their roofs white and if you make the pavement more of a concrete type of colour rather than a black type of colour, and you do this uniformly . . . it’s the equivalent of reducing the carbon emissions due to all the cars on the road for 11 years.”

Big companies like Sherwin Williams and Dow are now entering the roof painting roof coating market. While regional there are many smaller companies that specialize in roof painting, nationally there isn't one to emerge yet. However, the trend is surely on the rise and the first one to go national/international will win big.

Most of the roofs in the world (including over 90% of the roofs in the United States) are dark-colored. In the heat of the full sun, the surface of a black roof can increase in temperature as much as 50 °C (90 °F), reaching temperatures of 70 to 90 °C (150-190 °F). This heat increase can contribute to:

Increased cooling energy use and higher utility bills;

Higher peak electricity demand (the maximum energy load, in megawatts, an electric utility experiences to supply customers instantaneously, generally experienced in summer late afternoons as businesses and residences turn up their air conditioners), raised electricity production costs, and a potentially overburdened power grid;

Reduced indoor comfort;

Increased air pollution due to the intensification of the "heat island effect"; and

Accelerated deterioration of roofing materials, increased roof maintenance costs, and high levels of roofing waste sent to landfills.

Any building with a dark colored roof, but particularly large buildings, will consume more energy for air conditioning than a “cooler” building – a strain on both operating costs and the electric power grid. Cool roofs offer both immediate and long-term savings in building energy costs. White reflective membranes, metal roofing with "cool roof" pigments, coated roofs and planted or green roofs can:

Reduce building heat-gain, as a white or reflective roof typically increases only 5–14 °C (10–25 °F) above ambient temperature during the day.

Create 15–30%[citation needed] savings on summertime air conditioning expenditures.

Enhance the life expectancy of both the roof membrane and the building’s cooling equipment.

Improve thermal efficiency of the roof insulation; this is because as temperature increases, the thermal conductivity of the roof’s insulation also increases.

Reduce the demand for electric power by as much as 10 percent on hot days.

Reduce resulting air pollution and greenhouse gas emissions.

Provide energy savings, even in northern climates on sunny (not necessarily “hot”) days.

Note that today's "cool roof" pigments allow metal roofing products to be EnergyStar rated in dark colors, even black. They aren't as reflective as whites or light colors, but can still save energy over other paints.

the big benefits of roof painting is the reflectivity of the suns rays reduces cooling costs. This in turns reduces a homeowners electric utility bill or a business energy costs.

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