5>>IntroductionRoyal Haskoning is inspired by the Cradle to Cradle® concept which is an alternative way of looking at sustainability. The concept was developed by McDonough and Braungart, offering sustainable and creative solutions to issues facing society. It fits with our thinking and actions. That's why Royal Haskoning, together with our clients and other stakeholders, is looking at development opportunities and applications. Cradle to Cradle® looks at other ways of recovering the costs of investments. For example, we are working on the fulfilment of ecological ambitions for both our own and future generations.The Cradle to Cradle® vision follows nature, in which all waste is food. A leaf that falls from a tree enriches the soil. From the ground, the tree draws the food it needs to grow both new leaves and fruit. In the same way, waste in 'our' world often has to become the food or raw materials for new products. No residual product remains that has to be incinerated or dumped. Neither is there any loss of quality during reuse. Recycling can often be considered as 'downcycling' when the waste is recycled into a product that is of lesser quality or value than the original product that gave rise to the waste. For example, a snow-white sheet of A4 can be recycled into grey newspaper after use. The new product is less valuable and so there is a loss of quality. Cradle to Cradle® is based upon 'upcycling'; the waste is recycled into a product that has added value or is completely used in a production process to once again enable a new product.In this booklet we share our inspiration for the Cradle to Cradle® concept. We will also describe our vision and show how we are working on this every day in our projects and in our own company management.