For sure, the world is and will remain a place that is facing and producing continuous change. Analyzing socio-economic and -ecological megatrends and defining effective Gamechangers lead to four central innovation arenas – the so called ‘Hyper Objectives’ for the ARDEX Group. New and advancing demands and developments require an active and decisive attitude. Cement is „the“ construction and building material No. 1, but it is tagged with a progressively bad reputation. So it is time for new concepts and considerations to reduce CO2 emissions and reduce the use of resources to a minimum.