The paper describes the importance that the European Plastic Pipes and Fittings Association (TEPPFA) attaches to sustainability aspects that are related to their business and products and focuses on a recently performed life cycle assessment (LCA) and environmental product declaration (EPD) project. First the incentives of TEPPFA to apply the concept of life cycle thinking to modern business practice, with the aim to manage the total life cycle of their products and services towards a more "sustainable" construction and housing are described. The LCA and EPD project started with the analysis of 4 basic cases from the cradle-to-the-grave: the polyethylene (PE) pipe systems for water distribution (utilities), he polyvinylchloride (PVC) sewer pipe systems, the crosslinked polyethylene (PEX) pipe systems for hot an cold water in the building and the polypropylene (PP) pipe systems for soil and waste removal from the building. In this paper we will focus on one of the systems: more specifically the PVC solid wall sewer pipe system. Overall the paper highlights the importance of life cycle thinking and managing for the European plastics pipes and fittings sector, the sector approach, the procedures for data collection, the importance of stakeholder involvement, the LCA results for the PVC solid wall sewer pipe system, and the next steps in the project.