When sustainable action is labeled as joyless abandonment, it becomes difficult to change minds. A new set of values must become established that has a positive impact on consumption, actions and corporate strategies. This kind of "neo-ecology" would become a categorical imperative, and sustainability and climate protection would advance to become the guiding principles of society. The road to living this maxim is rocky, also for the construction industry: recycling and circular economy are so far only a small part of the new value system. Despite thousands of years of comparable material compositions and manufacturing processes for ceramics, the tile is also challenged to reinvent itself again and again. Not easy, but possible.