Women Trade Up: DIY & Trades Boom

Social media has seen an explosion of DIY content, empowering a new generation of women in home improvement and skilled trades. Female influencers are particularly inspiring other women to tackle projects, challenging traditional gender roles. This shift is also evidenced by a rising demand for female professionals in trades, with many women transitioning from careers perceived as more vulnerable to AI.

Influencers like Jasmine Gurney showcase extensive home renovation projects, from structural changes to custom builds, often while pregnant or with young children. She aims to empower women by demonstrating their capability and interest in DIY, noting the surge in online engagement during and after Covid lockdowns due to professionals being unavailable and cost pressures.

A 2024 B&Q report highlights that Gen Z women (around three-quarters) enjoy DIY more than the general female population (60%). Furthermore, 82% of Gen Z women feel inspired by seeing complex DIY performed by women online, compared to 60% of women generally.

Bliss Cunneen, a former anthropology student, found success as a plumber, appreciating the freedom of running her own business. Anna Moynihan founded TaskHer, a platform connecting female tradespeople with clients, after experiencing frustration with renovation work where tradesmen addressed her husband. The platform has seen a doubling of inquiries and a quadrupling of tradeswomen sign-ups this year.

Industry surveys suggest customers may prefer tradeswomen for feeling more at ease, perceived respectfulness, or a desire to support women in male-dominated fields. Anecdotally, women are leaving white-collar roles, including three Oxford graduates joining TaskHer recently, seeking flexibility and AI-proof careers.

Despite these positive signs, women still represent a small fraction (around 4%) of the UK's construction workforce. However, encouragingly, one in 10 construction apprenticeships started in 2024-25 were by women, an increase from five years prior. The visibility of women in DIY and trades online is crucial for normalizing these roles and inspiring future generations.