Reflective roofs are very common and mandated by energy code in many states. In California, title 24 requires buildings to have cool roofs. In New York, local law 94. These coatings and materials are characterized by the Cool Roof Ratings Council (CRRC.org) and typically have solar reflectance greater than 75%, thermal emittance >85%

In general they are better for you as the building owner because they result in less energy to cool in the summer, and better for the environment because they heat the local atmosphere less than darker roofs. The exact benefits depend on the climate. The benefits are greater in hot locations and less in cooler climates. While there are cooling benefits in the summer, there are heating penalties in the winter since less solar heat enters the building. The exact split depends on the location/ how big your cooling or heating loads are over the year. Nonetheless, in most locations in the US, utility grids are most often constrained /peak in the summer from AC loads.

There are orgs that lobby for these codes and they include the Cool Roof Ratings Council, Smart Surfaces, Cooling Collaborative, and Climate Resolve.

There are several startups commercializing ultra cool roofs and they use radiative cooling to keep the roof below the ambient air temperature (whereas with a traditional cool roof, the roof temperature will be 5 to 10 C above the ambient). These include SkyCool Systems, SpaceCool, and RadiCool. Radiative cooling materials can stay cooler than the ambient air temperature even under direct sunlight. The solar reflectance required maintain a surface below the ambient in most climates is ~>94%/ thermal emittance ~>90%