In an interesting article Connecting to a sustainable future (written by Ernie Hood, 2003) I read that mass customization could be a key driver of sustainability. Mass customization could generate environmental benefits through the different parts in the process such as production, stocks, transportation and reduced use of materials.
The use of recycled materials in the production makes the product not only environment friendly but could also create a unique product for a specific type of customer. I found a nice example on www.freitag.ch, the company FREITAG mass customizes all kinds of bags produced of used truck sail. The production of the bags is also environment friendly by saving water and energy.
FREITAG is a nice and inspiring example of sustainable development by mass customization.