Why is "Cool pavement" trending?

Wikipedia Overview

Cool pavement is defined by the United States Environmental Protection Agency as pavement that implements technologies contributing to heat island effect reduction efforts. Most cool pavements either increase pavement albedo to reflect shortwave radiation out of the atmosphere and reduce heat transfer to the Earth's surface, or use evaporative water cooling through the pavement to lower ambient temperatures. Newer technologies involve energy harvesting, heat storage methods, and phase change materials. Cool pavements are commonly made with reflective coatings or aggregates applied to conventional pavements or incorporation of porous or permeable materials. While pavement load capability may be reduced with more frequent maintenance requirements, cool pavements show promising results in reducing ambient temperatures and reducing energy usage.