DIY is no longer just about fixing shelves or redecorating rooms – now it’s fuelling the nation’s pride and sense of accomplishment, as millions of Brits learn DIY skills from social media.
Watching experts or influencers on platforms like YouTube and TikTok has made DIY more accessible, helping people improve their skills and experience the lasting sense of ‘authentic pride’ that comes from doing it themselves.
That’s according to a new study on behalf of Wickes, which reveals experts in the field now believe DIY is uniquely beneficial as it both stimulates AND relaxes the brain. Whether your newly installed kitchen gleams or your hand-built bookshelf shows signs of loving use, the feeling of “I made this” remains a powerful source of long-lasting satisfaction.
The research by neuroscientist Dr Jack Lewis comes as new Wickes findings show most Brits believe completing a DIY project boosts their pride. The study of over 2,000 UK adults* shows that:
Showing off DIY achievements is great for self-esteem, according to 54% of those polled
59% said they felt proud after completing a painting project, 32% after installing shelves or cupboards, 25% after tackling lighting or fixtures, and 20% even found pride in mounting a toilet roll holder into the wall.
Brits are most likely to feel pride after completing a DIY job because they save money doing it themselves (60%), ‘it improved the look or functionality of my home’ (58%) and ‘the task was challenging’ (39%)
Over half the nation (54%) describe DIY as a ‘hobby’, and around three quarters (74%) say finishing a DIY task makes them feel more ‘capable’ – reflecting a sense of personal achievement
Dr Lewis also says that “the more challenging the project, the greater the sense of pride,” and alongside Wickes, he is encouraging the UK – traditionally known for a tendency to shy away from overt displays of pride in accomplishment, with 35% of people feeling it could be seen as ‘bragging’ – to revel in the success of DIY projects.
He explains: “Pushing limits and exceeding expectations, whether tiling a bathroom yourself or collaborating with professionals on a larger project, leads to a more profound, lasting sense of accomplishment.”
This sense of achievement, according to Dr Lewis, is what he calls “authentic pride” – a deep satisfaction that comes from overcoming challenges and achieving your goals. Unlike fleeting, ‘showing off’ pride based on external praise from others, authentic pride endures. It’s the lasting sense of fulfilment that comes from knowing you’ve done something yourself, and the pride you feel every time you see the results of your hard work.
And studies reveal that a complex manual job, similar to home improvement tasks, engages the sympathetic and parasympathetic nervous systems, offering a rare combination of mental stimulation and relaxation. Dr Lewis adds, “Finding flow in these projects, whether it’s meticulous DIY or the excitement of seeing a renovation unfold, appears to activate both systems at the same time. It’s a unique blend of focus and fulfilment.”
Dr Lewis says that watching DIY and home improvement tutorials online can accelerate learning: “Thanks to mirror neurons in our brain, the pathways responsible for getting the appropriate muscles ready to contract are triggered by observing others perform desired movement, which makes you more likely to get it right first time.”
The research coincides with the launch of Wickes’ new TV campaign, celebrating Brits feeling as ‘proud as a peacock’ when completing DIY achievements, big or small.
Gary Kibble, chief marketing and digital officer, Wickes, said: “As a nation, we’re increasingly focused on creating homes that reflect our personalities and enhance our well-being; however, our research suggests that we’re not always keen to shout about our achievements, despite the sense of pride we feel.
“This research highlights the incredible benefits that come with tackling home improvement projects, big or small. It’s not just about the finished product – it’s about the sense of accomplishment, the boost to your well-being, and the lasting pride you feel every time you walk through your door or step into your garden.”
