Work in Progress: The Rise in DIY

This Work in Progress report from JWT explores the phenomenon of do-it-yourself (DIY) and how the DIY ethos is affecting trends in entertainment, food culture, beauty, fashion and entrepreneurialism.

Work in Progress: The Rise in DIY

EXECUTIVE SUMMARY

DIY isn't just what you do after a shopping spree at IKEA. Today, do-it-yourself is influencing a range of categories, including entertainment, food, beauty and fashion. From locals organizing and promoting their own parties and events to teens formulating at-home beauty treatments, the ethos of DIY is becoming increasingly pervasive.

A confluence of factors is shifting this movement from the fringe to the mainstream, chief among them the anxiety brought on by the Great Recession—DIY is simply cheaper than the alternatives. DIY also seems like the savvy, even chic thing to...

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