From science to sales: Changing representations of zero emission housing

Research projects on neighbourhoods with zero greenhouse gas (GHG) emissions often emphasise technological solutions. Does the representation of this technological emphasis appeal to potential homeowners and occupants? How can sustainable neighbourhoods with low or zero GHG emissions be represented in an attractive manner? A pilot project in Elverum, Norway, to develop a zero emission neighbourhood (ZEN) called Ydalir is examined for its efforts to attract potential homeowners. This paper investigates how the suggested meaning and use of this ZEN have been produced through these efforts. Drawing on the concept of socialisation, the analysis shows that the involved actors' efforts to fit the ZEN concept into the local market have moved the understanding and representations of Ydalir ZEN from 'a facilitator for zero emission buildings' to 'a facilitator for sustainable practices'. As part of this shift, the promotion of technology has gone from an enabler of the neighbourhood to a bonus factor. In addition, the roles ascribed to the residents have changed from passive receivers of technical energy-saving solutions to responsible participants in sustainable activities. A stronger narrative connection between the social and technological attributes of the neighbourhood should be reflected in both the research agenda and the representations of the areas. PRACTICE RELEVANCE This paper uncovers efforts to make the ZEN concept attractive in a local market. A disparity is found between the project’s initial (technological) focus and what is foreseen to have meaning and appeal to potential residents. The energy-saving technologies have less appeal than the social attributes, e.g. sharing solutions and a strong community, which are considered more compelling. The social qualities, rather than the technology, provide more suitable entry points in the efforts to make the ZEN concept attractive. A consequence is that social and technological attributes are separated. Researchers and the supply side need to better understand and communicate the vital link between social sustainability and technological innovation.