Corporate Eye

DIY Trend Opens Opportunities for Brands

While the United States has been struggling through a recession, consumers have embraced the do-it-yourself (DIY) trend like never before. DIY has permeated all aspects of life and business. However, that doesn’t have to mean that brands end up losing business. In fact, the DIY trend can actually open new doors of opportunity for brands.

This week, JP Morgan’s Chase Card Services released the results of an online survey that revealed some interesting information about the DIY trend among American consumers. If the results of this survey are accurate, Americans have no plans to abandon the DIY trend anytime soon. Kate Rogers shares in her report for Fox Business that the DIY trend will stick around in many areas of consumers’ lives in the years to come.

For example, gym memberships and salon visits aren’t likely to pick up in 2012 as approximately one out of two survey respondents claimed they planned to skip paying for these types of experiences in the future. Beauty salon expenditures and tourism-related expenses will suffer similar fates in 2012 as respondents stated they would use DIY methods to keep up with beauty regimens and to enjoy time off from work.

For brands, this shift in consumer behavior means more than simply weathering the storm of the economic downturn. Instead, this shift means it’s time for brands to rethink their strategies and look for new opportunities to add value to consumers’ DIY lives. Launching a new product or service, rebranding with a new brand promise and focus, or modifying a brand’s message to communicate more relevant benefits and emotional triggers are all potential opportunities for brands to better connect with the DIY consumer mindset.

It’s a perfect time to conduct some research that gives you insight into the DIY consumer mind as it relates to your industry, so you can better align your goals and strategies with shifting audience preferences and behaviors. What do you think? Has your brand evolved to leverage the DIY trend? Leave a comment and share your thoughts on the DIY trend and strategies to turn the trend into brand opportunities.

Image: Patrick Goossens

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.