Source: Marketing Week, Jul 2011
today the DIY trend is about consumers using new self-service brands to achieve and create professional-quality products, goods or services.
Henry Mason, head of research and analysis at consultancy Trendwatching, has dubbed the phenomenon “Profession-all”. Its latest report notes that not only does a DIY mentality fit with the tough economic climate but it harnesses a craving among consumers for creativity.
“Consumers are looking for stories because the world is full of mass-produced objects that anyone can buy. So what’s interesting for consumers is a product they can tell people about through the knowledge and experience they gained,” says Mason. He adds that as more jobs are disappearing, people are looking for new career opportunities and using self-service brands to restyle themselves as entrepreneurs.