To ensure sustainability, we start right from the beginning with ourselves. We always ask ourselves questions such as: are we setting the right targets? Are we merely concerned with short-term profits (shareholder value) or is our success linked to a responsible approach for our society as a whole? How are human living conditions likely to change over the next few years, or even decades? Which technologies will be required and what will be possible by then? How can we combine a sense of social responsibility with forward-looking building technology?