Jasmine Gurney, a DIY influencer, has seen her social media posts gain popularity during the Covid lockdowns, highlighting the surge in DIY content across social media platforms. The internet has become filled with various home improvement tutorials, appealing to a wider audience, including women who are increasingly taking on DIY projects. Gurney has documented numerous tasks on Instagram, including tearing down walls and building furniture, while also being eight months pregnant and preparing for her new baby. She expressed that negative comments from online users motivate her to continue showcasing her work and encouraging other women to engage in DIY activities.
Gurney noted that her content gained traction during the pandemic when professional help was less accessible, and she believes the demand for DIY content remains high due to a shortage of tradespeople and rising living costs. A report by B&Q indicates that around 75% of Gen Z women enjoy DIY projects, and 82% of them feel inspired by seeing women undertake complex home improvement tasks on social media.
Bliss Cunneen, a 28-year-old plumber from south London, transitioned from studying Anthropology to plumbing in 2020, describing it as the best decision she has made. She mentioned that while some customers initially doubt her capabilities, her confidence helps to alleviate their concerns. Cunneen believes that the increase in online content has positively influenced perceptions of women in trades.
Anna Moynihan founded TaskHer, a platform that connects female tradespeople with customers, after experiencing frustration with being addressed as a secondary figure in her own home renovation projects. She noted a significant increase in inquiries and tradeswomen signing up for her platform, indicating a growing interest among women in pursuing trades as a career. Moynihan highlighted that some women are leaving traditional jobs for the flexibility and stability that trades can offer, especially in the context of advancements in AI.
Despite the progress, women still represent a small fraction of the UK's construction workforce, making up about 4%. However, there are signs of improvement, with one in ten construction apprentices in 2024-25 being women, an increase from one in fourteen five years ago. Both Gurney and Moynihan emphasize the importance of visibility in inspiring more women to engage in DIY projects and consider careers in trades, with Gurney stating, "The more women who are seen online doing these sorts of things, the more normal it becomes."