Co-developing sustainability – a consumer-inclusive approach to wooden housing business in Finland

The housing construction industry can address sustainability issues by developing its business practices. This requires a shift from a firm-driven business logic to a consumer-inclusive approach where consumers and businesses together enhance sustainable development. By analyzing data from focus group discussions with both industry experts in the wooden multi-storey construction business and consumers residing in novel wooden buildings, this study examines how businesses can engage consumers in the development of sustainable housing. The results are presented as an iterative dialogue process that acknowledges consumers as important actors to whom innovative housing solutions should be appropriately introduced and whose lived experiences need to be understood. The findings indicate that consumer experiences can feed the creation and uptake of innovations that enhance sustainability in the construction sector. The study fosters the material aspect of sustainable housing and, by highlighting consumer participation and communication, proposes tools for its consumer-inclusive co-development.