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B&Q report shows rise of social media home improvers

Image © B&Q

B&Q has released its The Way We Live Now – 2024 report today revealing a high demand for tradespeople and more women feeling confident at doing home improvement projects.

The study of over 2,000 consumers aims to highlight how the approach and attitudes towards home improvement continues to adapt and evolve, including the role social media has to play.

The retailer, owned by Kingfisher Group, found DIY content has become a driving force in empowering a generation of young women, with 82% of Gen Z women responding that seeing other women do complex home DIY has inspired them to do more themselves.

In fact, 77% said that watching videos of people doing DIY has made them realise they can do projects themselves, when previously they have hired tradespeople. What’s more, 26% Gen Z women have used TikTok videos for very complex DIY tasks such as installing a bathroom or building an extension.

Women now are just as likely as men to have used a nail gun and a floor sander, with over nine in 10 having made their own home improvements in the last year.

Meanwhile, men are also challenging stereotypes, as men show they are equally as house proud. A third of both men and women say it’s important that their home décor is on trend, and one in five ​of all cushions bought last year were by men with no involvement from others​.

The report also showed that people are having difficulty booking tradespeople and this is a motivator to do projects themselves, particularly simpler projects. Some 81% of tradespeople are booked up in advance, whilst 66% of their customer base say it’s getting more difficult to find tradespeople.

Graham Bell, CEO of B&Q, said: “We want everyone to feel empowered to improve their homes and it’s fantastic to see that younger people, and more women, are feeling more confident to do DIY projects and are enjoying making their homes their own. 

“Social media videos and DIY influencers are a driving force in helping to build skills as well as confidence. We’re also seeing how high demand for busy tradespeople is leading some home improvers to decide to do projects themselves.”

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