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Mass Customisation

Mass Customisation represents the shift to a world where everything is in some way personalised to the needs of the individual.

Location Global

Scope
Mass Customisation represents the shift from an industrial, one-size-fits-all-culture to a world where everything – from  media to manufacturing, healthcare to automobiles – is in some way personalised to the needs and wants of the individual.

The concept, first conceived in 1987 by Stan Davis, but fully realised in Joe Pine's 1992 book Mass Customization: The New Frontier of Business Competition, will continue to be one of the most compelling consumer macro-trends of 21st century.

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