Research suggests that a major demographic for homeowners who undertake DIY design and decorating projects is broadly defined as 25-65 year old females who have a college education, hold down a job outside the home and are highly sociable. While this seems a very broad age range, from my experience, I would agree that this at least focuses our attention on this large, diverse group.
It seems to me that this group is actually made up of a series of collections of people united by more specific lifestyle associations and similarities. To better understand your specific DIY design and decorating needs knowing which group you most closely associate with can help.
1. New Nesters. Typically made up of the younger members of the demographic, this group can be eager to try new things, can easily adopt trends and fashions for the home and do so with fewer encumbrances (debt, kids, and professional commitments). But don’t confuse youthful energy with blind acceptance. This is a smart, connected community of thoughtful, socially responsible individuals. That they want to create something personal and unique for their home is an extension of their very social outlook on life. With very little pretense they draw their community to them and prize comfort and unique experiences above expensive toys.
2. Settled Nesters. These are a group just ahead of the New Nesters. They’ve established themselves in their communities and professions while establishing their own family life. Young children typically help define this group of homeowners since most of their energies are directed toward the raising and educating of their offspring. While comfort remains of high importance in their living environment durability often is prized even higher. Work accomplished on the home is valued highly as it highlights tasks that are not kid-centric and reminds Mom and Dad that there will be life after diapers. Time is precious to this group and so are quality and style for which they don’t mind paying.
3. Upgrading Nesters. For this group bigger has become a necessity. As careers have grown so too has the family and this often results in a need for a larger home. Design and decorating opportunities ensue, as does the fear of making a mistake, the anxiety of not knowing where to start and the pressure by well-meaning friends who can’t wait to „see it all done“. This group is eager for things to happen quickly in an effort to keep up with their fast paced life. Making quick decisions can backfire when those decisions are not supported by a strong knowledge base so expanding their knowledge base in a time efficient manner is important to this group.
4. Empty Nesters. We’re familiar with this group as an ever increasing portion of the population reaches retirement. With that professional evolution comes the realization that all the space so necessary a few years ago is now just an albatross weighting them down and keeping them from doing the things they really want to do. This often means smaller scaled homes as well as more efficient and luxurious living. At this point no one is going to sacrifice quality so having access to the best products around is important to this discerning group. You can be certain that when they undertake a DIY design or decorating project it will be done with the best materials possible.