New Sanitation aims at achieving maximum recovery of resources from wastewater and at minimizing emissions into the environment, often in a cost-effective way. This is achieved through technological and social innovations. New research amongst end-users in the Netherlands shows that pro-environmental personal norms and risk and benefit perceptions are important drivers for public acceptance of New Sanitation. 64% of the respondents indicated that they are open for New Sanitation projects. These findings support LeAF’s approach and methodology in New Sanitation projects. By making ambitions, drivers and future visions of key stakeholders explicit, and making these the starting point of the project, support for and acceptance of innovations is created.