| Summary: | This article describes the potential that co-design and marketing strategies have on increasing the consumption of energy-efficient dwellings. It explains how Japanese housebuilders are using ‘mass customisation’—a phenomenon that mirrors the production and marketing of the automobile sector—in order to produce zero-energy houses and how this applies to the UK. The research consisted of a comparative analysis of Japanese and UK housebuilding. It identifies how mass customisation strategies are used to drive the sales of zero-energy houses in Japan and infers how to apply these in the UK context. This research found that some housebuilders in the UK are already using production strategies that resemble Japanese practices; however, the sustainable benefits observed in the Japanese context are not present in the UK because housebuilders’ mass customisation strategies are limited to construction and not used as part of the marketing, co-design, and selling processes. Production and consumption of sustainable houses would increase in the UK if housebuilders implemented full mass customisation, meaning selecting existing robust production processes, defining an appropriate space solution, and using informative navigation tools.
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