With Creativity Against Future Fears: OBI’s Children and Youth Study Proves Added Value…

OBI Holding Group


DIY projects are a way for young people of Gen Z and Alpha (Generation Z born 1995 onwards; Gen Alpha born 2010 onwards) to feel empowered and to step out of the gloom and uncertainty they feel about the future, to liberate them. This is the result of the recently published study on children and youth, in which the market research institute Rheingold conducted qualitative and quantitative surveys on 1,059 children and young people aged 10-18 in Germany and Austria in the period from April to May 2022. On behalf of OBI.

Every second young person growing up in Germany and Austria today feels under pressure due to major social challenges and fears the future (76% of those surveyed). Looking ahead is especially confusing for girls between the ages of 16 and 18. You wish to live a more comfortable life. DIY projects are an opportunity for young people to free themselves from the perceived burden and express their creativity without the pressure to be perfect. These are the results of a representative study conducted by Rheingold. Between April and May 2022, the Market Research Institute surveyed a total of 1,017 young people from Germany and Austria between the ages of 13 and 18 online on behalf of the OBI about their living environment and their attitude towards do-it-yourself (DIY). In addition, Rheingold conducted 42 qualitative interviews with children and youth between the ages of 10 and 18.

No experiments for self-sufficiency in the Corona crisis

It shows that 71 percent of young people have already completely redesigned their own room and every third person has built small decorative objects themselves. For those surveyed, the motivation behind such projects is primarily due to the ultimate pride in their work (70 percent) and the joy of realizing their own ideas into DIY projects (64 percent).

Experiences that have not happened much in the lives of young people in recent years, explains Sebastian Bogert, a board member at the Rheingold Institute: “Through the study, we have taken a deep look into the lives of the rising generations. It shows that, given the perceived perpetual crisis they face, they need desperately to find a project that is not tied to high expectations from them, where they can make mistakes and try things that they lack in recent years.This need that do-it-yourself projects, with their many possibilities of expression, fully satisfy.The opportunity to be able to recycle existing materials is also a motivator Great for young people, says expert in psychological marketing – and trend research.

DIY culture as a creative balance with obvious success

Christian von Hegel confirmed impressions, Managing Director of Corporate Marketing at OBI: “DIY culture has a huge appeal to young people. Projects in this environment convey a basic understanding of how important it is to stick to something in order to complete it. But it is also perfectly acceptable to make mistakes and learn from them.”

In the DIY environment – online, but also as a regional on-site offering – the demand for inspiration is growing exponentially. And OBI serves them: the market leader in the DIY industry offers workshop formats for exactly these needs at the OBI MachBar in Cologne as well as in online formats with recycling and ready-made. Recycling means turning waste or useless materials into new products. Prefab workshops provide inspiring ideas on how to remove originally industrially made everyday objects from their original context and incorporate them into a new decorative element.

OBI is also feeling emphatic in its offerings with the study’s other findings: Young people are being inspired by videos or online contributions to their own projects, especially by influencers and content creators of their generation (58 percent). In addition, young people are following more and more social media channels, for example on Instagram, TikTok or Pinterest, where everything revolves around the DIY experience.

Creativity Doesn’t Know: Language as an Enabler for Education and DIY Culture

An offer that the leading brand in the DIY market in Germany and Eastern Europe has been offering to a young target group for many years with “Create! by OBI” and “MACH MAL mit OBI” – and is constantly being developed. “MACH MAL mit OBI” is one of the most popular DIY channels on YouTube – over 165,000 subscribers, millions of views, and thousands of comments. Young and influential content creators regularly upload their crazy and creative projects here – they are easy to imitate and build for the community.

“We place great importance on the fact that our how-to videos are easy to understand and imitate for our customers, even if they have little manual skills. For us, this is in line with our understanding of ‘everything can be done'”, explains Christian von Hegel, also referring to the initiative. The recently launched “We all talk DIY”. Which makes it clear: OBI is there for everyone. In this context, OBI’s how-to videos are no longer shown only in German, but also in foreign languages ​​most popular in Germany and Austria, including Ukrainian.

Media contact:

OBI Holding SE & Co. Group KGaA
Albert-Einstein-St. 7-9
42929 Wermelskirchen
Phone: 02196/76 0
Fax: 02196/76 1019
Email: presse@obi.de

Original content from: OBI Group Holding, transmitted by aktuell news

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