Although urine constitutes less than 0.5 % of total domestic wastewater, it plays a major role for water pollution control. We discuss the social implications of introducing different versions of NoMix (urine separating) technology, ranging from straightforward implementation in local settings to transition scenarios based on complex real time control and partially non-existing technology. The major stakeholders in the new technology are households, farmers, sanitary firms, and wastewater professionals. To assess the attitude of stakeholders, surveys, informal contacts, and a literature study were performed. We use diffusion theory to describe the perception of NoMix technology by wastewater professionals. Consumers and farmers proved surprisingly positive towards the concept, under the condition that adequate technology is provided. Sanitary firms are confident that they can solve the problem, but demand strong leadership from wastewater professionals before they invest in the technology. Early diffusion amongst wastewater professionals is the most critical factor for the development of sustainable wastewater treatment technology: only with a strong commitment is it possible to develop innovative technology with the same high standard as we know from conventional sanitary and wastewater technology. Our analysis supports that the transition strategies will have more chances to lead to rapid diffusion of the concept amongst wastewater professionals.