Essential reading for retailers and suppliers in the home improvement market

New generation of DIYers born in lockdown

Published: 14 August 2020 - Neil Mead

Lockdown has seen the emergence of a new, younger generation of people picking up a paint brush, screwdriver or hammer for the first time to tackle DIY projects, a new study by marketing agency Democracy has discovered.


Since Covid-19 restrictions were put in place, 56 per cent of those surveyed aged 25-34 and 49 per cent of those under 24 say they have completed home improvement tasks.

One in three of these emerging DIY-ers has been quick to skill up, using the internet to teach themselves the techniques they need via online tutorials. This has meant that of this under 34 age group new to the world of DIY, the months of lockdown have left them already feeling more confident (68 per cent).

The Democracy report research found that the bedroom was the top priority, with 43 per cent carrying out improvements to it followed by the living room (34 per cent) and the kitchen (29 per cent).

A quarter of people (26 per cent) have also undertaken work on their bathroom during the same period.

The findings form part of the integrated agency’s Getting To The Heart Of The New Home report.

The in-depth study identifies the impact Covid-19 has had on the homes and interiors sectors and sets out strategies for how brands and businesses can best respond to it.

It also highlights how the pandemic has changed the nation’s finances - with just under two thirds (31 per cent) spending less as a result of lockdown and 60 per cent managing to save more than before.

With a recession looming, two out of five (39 per cent) are choosing to bank any savings while a fifth (20 per cent) are looking to spend money on improvements to their garden and 16 per cent intend to do the same for their home.

Jen O’Grady, head of agency at Democracy, said: “Our homes have never played more of a central role in our lives than in recent months. 

“Our Getting To The Heart Of The New Home report shows how important DIY is to us as a nation and brands need to move swiftly to engage the new younger generation to nourish their new found passion so that it can be sustained beyond lockdown.

“It also explores the dramatic change in the media landscape, how influencers have built relationships with lockdown audiences and the key themes businesses need to address to get on the front foot in talking to their customers.”


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