This is driven by their innovation programme based on the three pillars of Creativity, Functionality and Cradle to Cradle® design. Desso want to have all our products designed according to the Cradle to Cradle® principles by 2020, which will enable them to make the shift from the linear 'take, make and dispose' economy to the circular economy. Here products are designed to be disassembled after the end of their life and the materials reused or recycled. This will make them more profitable and resilient to resource scarcity in the long-term. It will also enable us to live up to our high standards of environmental responsibility.