OBI Group Holding
DIY projects are a way for Generation Z and Alpha young people (Gen Z born 1995 and up; Gen Alpha born 2010 and up) to feel empowered and break out of the corona blues and uncertainty they feel about the future , to free himself. This is the result of the recently published study on children and young people, for which the market analysis institute rheingold has conducted qualitative and quantitative studies of 1,059 children and young people between the ages of ten and 18 in Germany and Austria from April to May 2022 on behalf of OBI.
Every second young person growing up in Germany and Austria today feels under pressure in light of the major social challenges and is afraid of the future (76 percent of those questioned). Looking ahead is especially overwhelming for girls between the ages of 16 and 18. You want to live a more carefree life. DIY projects are an opportunity for young people to free themselves from the perceived burden and express their creativity without pressure to be perfect. These are the results of the representative survey carried out by rheingold. Between April and May 2022, the market research institute surveyed a total of 1,017 young people from Germany and Austria between the ages of 13 and 18 online on behalf of OBI about their living environment and their attitude to do-it-yourself (DIY). In addition, Rheingold has conducted 42 qualitative interviews with children and young people between the ages of ten and 18.
No self-efficacy experiences in the Corona crisis
It shows that 71 percent of young people have already completely remodeled their own room, and one in three has built small decorative items themselves. For the respondents, the motivation for such projects is primarily due to the ultimate pride in their work (70 percent) and the fun of realizing their own ideas in DIY projects (64 percent).
Experiences that have happened very little in the lives of young people in recent years, as Sebastian Buggert, member of the management at the Rheingold Institute, explains: “With the survey, we took a deep look into the lives of the rising generations. It shows that, in light of the perceived permanent crisis they are facing, they have a great need to find a project that is not linked to high expectations of them, where they can make mistakes and test things that have been missing in recent years. It is precisely this need that do-it-yourself projects with their diverse expression possibilities fully fulfill. The possibility of being able to reuse existing materials is also a great motivation for young people,” says the expert in psychological marketing and trend research.
DIY culture as a creative balance with visible success
Impression confirmed by Christian von Hegel, Managing Director Corporate Marketing at OBI: “Do-it-yourself culture has a great attraction for young people. Projects in this environment convey the fundamental understanding of how important it is to stick to something for to complete it. But also that it’s perfectly okay to make mistakes and learn from them.”
The demand for inspiration in the do-it-yourself environment – online, but also as a regional offer on site – is significantly increasing. And OBI serves them: The market leader in the do-it-yourself industry offers workshop formats for exactly these needs in the OBI MachBar in Cologne as well as in online formats with upcycling and ready-made. Upcycling means that waste products or useless materials are transformed into new products. Prefab workshops provide inspiring ideas for how everyday objects, originally manufactured industrially, can be removed from their original context and integrated into a new decorative object.
OBI also feels confirmed in its offers with the other results of the survey: Young people are inspired by videos or online contributions for their own DIY projects, especially by influencers and content creators from their own generation (58 percent). In addition, young adults follow more and more social media channels, for example on Instagram, TikTok or Pinterest, where everything revolves around the DIY experience.
Creativity knows no origin: language as an enabler of education and the DIY culture
An offer that the leading brand on the German and Eastern European do-it-yourself market has been giving to the young target audience for many years with “Create! by OBI” and “MACH MAL mit OBI” – and is continuously being further developed. “MACH MAL mit OBI” is one of the most popular DIY channels on YouTube – more than 165,000 subscribers, millions of views, thousands of comments. Young content creators and influencers regularly upload their crazy and creative DIY projects here – easy to emulate and build for the community.
“We attach great importance to our how-to videos being easy for our customers to understand and imitate, even if they have little DIY skills. For us, this is in line with our ‘anything can be done’ understanding. We do not just want to give the professional tips and tricks, but make it possible for everyone to tackle their own projects at home – regardless of age, origin or DIY skills,” explains Christian von Hegel, also referring to the recently launched initiative “We all speak DIY”. , which shows: OBI is there for everyone. In this context, how-to videos from OBI are no longer only offered in German, but also in the most commonly spoken foreign languages in Germany and Austria, including Ukrainian.
OBI Group Holding SE & Co. KGaA
Telephone: 02196/76 0
Fax: 02196/76 1019
Original content from: OBI Group Holding, transmitted by news aktuell