Future Consumer Insights

DIY Consumer Mindsets 2025/26

The DIY landscape is evolving. 93% of homeowners plan to undertake a DIY project in the next 12 months and an increasing number of renters are seeking to make home improvements. In recent years, there has been an uptick in modern home improvement brands and innovative shifts, resulting in a new era of DIY leading to new opportunities within this market.

Who is the Kidult Consumer?

In response to a period of uncertainty and crisis fatigue, many adults are choosing joy and prioritising play as a means of escapism. No longer bound to a niche or fringe concept, the Kidults are a growing cohort of adults looking for fun and playful activities, hobbies and passions centred around embracing their inner child. Enter the new era of ‘Kidult’ consumers.

Next-Gen Parental Personas

As Gen Z moves into the parenting spotlight, their disruptive spirit and identity-affirming aesthetics also infiltrate this space. From their rejection of tradition to their fight against climate change and social and racial injustice, this new wave of caregivers are rebelling against the ‘norm’, and changing the state of parenting is next on their agenda.

The Future of Family Life is Evolving

Find out the key mindset shifts you need to be aware of to remain relevant in the baby, kids and family market.

As families navigate new priorities and pressures, the most successful brands need in-depth trend forecasting to anticipate and respond to evolving behaviours.