The pandemic has radically redefined people’s relationships with their homes and how they view their space. As many are spending more time in them than ever before, our homes have become makeshift workspaces, schools, gyms and bars. As a result, 76% of homeowners in the United States have carried out at least one home improvement project since the start of the pandemic.
Whether people are undertaking these projects because they finally have the time (25%), they’re adding value to their home (21%), or they’re adapting to a new lifestyle under COVID (16%), they’re more willing to improve their home than they may have been in the past. While homeowners are taking on a variety of projects both big and small, the most common are working on their garden or patio (61%) and repainting walls, adding new flooring, or renovating their bathrooms (58%).
Brands in this space are adapting at lightning speed in an effort to strike an emotional connection with these newly emerged DIY-ers. Zillow’s Ready for a Change campaign seeks to inspire those dreaming of a move by showing them a world of possibilities and featuring all sorts of different homes, from different regions, lifestyles and house types. Benjamin Moore’s “Thank You, Walls” spot encouragers viewers to thank the walls in their homes that have taken on new roles during quarantine with a fresh coat of paint. In a more unexpected partnership, recognizing that the intersection between home and style has never been more prevalent than it has this year, Lowe’s is branching out by putting its brand at the center of one of fashion’s biggest moments: New York Fashion Week.
The role of our homes continues to evolve. As winter approaches and quarantine is an indefinite reality, rich opportunity remains for brands and retailers to aid those looking to pursue home improvements.
Contributed by: Bailey Sims
Image Source: Unsplash