I’ve never considered myself a crafty person. It’s not that I’m not interested in it…quite the opposite actually. I love the idea of hosting a party with all my own party favors, invitations, etc. But, when Martha Stewart tells me to “start by making your own loom from just chicken wire and reclaimed wood,” I quickly throw in the towel.
Of course, that all started to change this year. Perhaps in reaction to the current economy, “do-it-yourself,” or “DIY,” is becoming a growing trend. In fact, Google Trends demonstrates that searches for the term “DIY” have dramatically increased in the past few years.
Thanks to social media tools like Pinterest, “DIY” has gone from a hobby of a select few, to mainstream. As more and more people started posting their DIY projects on Pinterest, it suddenly became accessible.
And for those DIYers who learn best from a combination of audio & visual coaching, there’s YouTube.
Taken together, these tools helped “DIY” become more than a weekend afternoon activity, it became an aspirational lifestyle that women everywhere wanted to conquer.
My prediction is that in 2014 we are going to see the DIY trend explode. We’re already starting to see it become the norm for entertaining, party favors, etc. but this is only the beginning. In 2014, I think we’ll see “DIY” transition from “do-it-yourself” to “design-it-yourself.” People will start to reject the simple how-to guides and instructions manuals, instead putting their own creative spin on projects. After all, they say this generation is known for our creative and innovative approach, why don’t we put it to good use?
In the food industry, we’re already starting to see evidence of this trend with the heightened interest in hyper-local food sourcing and food transparency. Gardening in the kitchen or balcony is gaining momentum as more people are tending to consume more vegetables and locally-sourced products. In the next year, you can expect to see more restaurants embracing this “urban gardening” trend by growing their own herbs and produce. And, as more consumers are able to grow food at home, brands will definitely tap into this trend, offering “DIY kits” as well as advice and guidance on how to drive the consumer experience to the new heights.
Just the other day, a good friend of mine told me how he wants to start making his own cheese. At first I laughed (because he’s not the patient or health-conscious type) but it really got me thinking. If the DIY trend has reached even the most late adopters, what’s next?
Morgan Bellock
Account Director
