Because of concerns over Peak oil, pollution and climate change, as well the oil price increases since 2003, non-petroleum alternatives have become more popular.  This has led to the introduction of biobitumen alternatives that are more environmentally friendly and nontoxic.
For millions of people living in and around cities, heat islands are of growing concern. This phenomenon describes urban and suburban temperatures that are 1 to 6 °C (2 to 10 °F)  hotter than nearby rural areas. Elevated temperatures can impact communities by increasing peak energy demand, air conditioning costs, air pollution levels, and heat-related illness and mortality. There are common-sense measures that communities can take to reduce the negative effects of heat islands, such as replacing conventional black asphalt road surfaces with the new pigmentable bitumen that gives lighter colors.