Sustainable construction, with all its potential, was only adopted by clients like real estate developers, listed companies and investors as late as 2007. The demand for sustainable buildings continues to grow. At the same time, people wonder whether it isn’t a hype that will eventually blow over. During the Architecture Conference 2.0 of November 2007 in the Netherlands Architecture Institute, which focused on the future of the architect, sustainability was hardly a topic of debate. Why not? Could it be that sustainable construction is viewed as a threat to architecture? In our opinion, sustainability can actually enhance the quality of architecture, provided we are able to define what is meant by the term sustainable construction.