Generational Shifts in Home Improvement: How Young vs. Old Consumers Shape the Market

The home improvement market is changing — not only in the projects people take on, but in who is driving demand. Younger generations are more digital-first, impulsive, and inspired by social media, while older consumers bring experience, routine, and loyalty to trusted brands and stores.

In this webinar, consultant Dirk Hoogenboom walks through the latest insights from the European Home Improvement Monitor, showing how generational behavior influences shopping choices, project planning, and expectations toward brands and retailers.

What you’ll learn:

• DIY vs. DIFM patterns across age groups

• How younger vs. older consumers buy, plan, and choose products

• Differences in decorative and paint behavior between generations

• How social media inspiration influences younger home improvers

• Brand loyalty, price sensitivity, and private-label trends

• What these shifts mean for manufacturers, brands, and retailers

Whether you’re in marketing, product development, retail, or strategy, this session provides a data-driven look at how generational behavior is shaping the future of home improvement.