Families are becoming more informed, more involved and more careful about how they invest in their homes. But what does that mean for the tradespeople responsible for turning ambition into reality?
Our latest Families@Home research explored how modern family life is evolving. Families across the UK are making increasingly considered choices about where they spend their money, time and attention. Financial pressure remains an everyday reality, yet aspirations have not disappeared. Instead, households are balancing ambition with affordability and looking for better value without compromising on quality.
Home improvement sits right at the centre of this tension.
For many households, the home remains one of their biggest investments. As budgets become more stretched, people are approaching projects differently. They’re researching more, comparing more, seeking greater control over spending and becoming increasingly involved in the process themselves. Digital platforms have only accelerated this shift. From TikTok transformations and Instagram reveals, to YouTube tutorials and product reviews, homeowners increasingly arrive at conversations with ideas, opinions and expectations already formed.
But what happens when those aspirations meet the realities of budgets, buildings and project delivery?
We spoke to builders and tradespeople across the UK to understand how social media, digital tools and increasingly empowered customers are changing the nature of their work.
What emerged is a nuanced picture: one of opportunity, but also growing complexity, hidden pressures and an evolving definition of value.
Digital visibility has become essential
Perhaps one of the most immediate changes is the pressure to be visible online.
“If you don’t do it, you’re far behind… over the last five years now, we’ve got a website and Instagram.”
For many tradespeople, digital presence is no longer optional. Platforms such as Instagram and TikTok have become modern shopfronts, helping generate leads, showcase expertise and build credibility.
“We post on TikTok to get more exposure to new clients. It’s worked well so far.”
But staying visible comes at a cost. Smaller businesses are already balancing project delivery, customer management and administration, and are now expected to become marketers too.
The result is a growing divide between businesses able to invest in professional marketing support and those struggling to keep pace with changing customer expectations.
More enquiries but not always more business
Another consequence of digital accessibility is the explosion in low-commitment enquiries.
Families are researching projects earlier, exploring options and trying to avoid costly mistakes long before they’re ready to commit. For tradespeople, that means more exploratory conversations and speculative requests for quotes.
“You do get a lot of tyre kickers… people are coming to us early because they’re trying to work out, can I even afford this?”
Quoting remains a significant investment of time and money, often involving site visits, measurements, planning and pricing before a project has been secured.
“If I outsource a quote it costs me £250. I get that money back through materials if the job goes ahead, but I am taking a risk.”
The challenge is no longer simply generating demand. It’s identifying which enquiries represent genuine intent and which are part of a broader exploration of affordability.
For brands, merchants and digital platforms, this presents an opportunity to help homeowners understand likely costs and trade-offs earlier in the journey, creating better-informed enquiries and reducing wasted effort for the trade.
The Inspiration Paradox: Informed but not always realistic
Our previous research on the rise of the prosumer highlighted how 70% of consumers now turn to platforms like TikTok, Instagram and YouTube for inspiration and guidance.
From the trade perspective, this is both helpful and challenging.
Social media has created homeowners who are more inspired, more informed and often more confident in their decision-making. Clear visual references can improve project conversations and help customers communicate what they are trying to achieve.
“It’s actually good for us. You’re both aiming for the same thing because otherwise they can try and describe something in their head and we’re lost.”
The challenge comes when inspiration turns into expectation. What looks simple in a 30-second video often disguises technical complexity, regulatory requirements and the expertise needed to deliver it properly.
“Social media has had an impact on setting higher expectations. Some of these are unrealistic, especially within budget.”
Homeowners are increasingly informed, but not always informed in the right way. As a result, the trade is often left bridging the gap between online inspiration and real-world delivery.
From Customer to Collaborator
Another defining characteristics of today’s homeowner is a greater desire for involvement. People increasingly want visibility, control and participation throughout the process.
“Customers are doing the project management side of things themselves and sourcing separate suppliers based on better value.”
This reflects a broader shift across family decision-making. As households become more careful about spending, they want to feel informed and actively involved in the choices that shape the outcome.
In home improvement, this is creating more collaborative relationships. Homeowners increasingly source products themselves, coordinate suppliers or retain the trade for the most specialist elements of a project.
But greater involvement also introduces new trade-offs.
“Customers are compromising on timescales as these things often take longer when doing it themselves.”
It creates additional complexity around roles, timings and accountability. For the trade, it can also mean stepping in for specialist or rescue work rather than delivering a project from beginning to end.
The relationship is therefore moving beyond straightforward service delivery towards a more collaborative model. This requires stronger communication, greater transparency and clearer expectations on both sides.
Is expertise being devalued?
A recurring theme throughout the research was a subtle but important shift in perceived authority.
“Probably slightly less valued… but that proves the point that we need to get with it and become more digitalised.”
This is not a rejection of professional expertise. Rather, it reflects a rebalancing of knowledge and control. Customers feel more informed, more empowered and therefore more comfortable questioning, comparing and negotiating.
The most successful tradespeople recognise this isn’t necessarily a threat.
“If you are doing everything correct, you’ve got nothing to worry about.”
What has changed is how expertise needs to be demonstrated. Word of mouth remains important but trust can no longer rely on reputation alone. It must now be earned through transparency, communication, reviews, visible work and digital presence.
This mirrors a broader Families@Home finding: as households become more considered in their choices, they increasingly reward brands and services that help them feel informed and confident. Expertise still matters, but it must now be made visible throughout the customer journey.
Hidden opportunity for the industry
What emerges from this research is not simply a list of challenges. It is a clear call to action for brands, retailers, merchants and manufacturers operating in home improvement.
While much attention has focused on empowering consumers, there is an equally important need to support the trade responsible for delivering the outcome.
This raises several important questions for the industry:
Key questions remain:
Our Families@Home research shows households becoming more financially conscious, digitally enabled and actively involved in the decisions that shape their lives. Our trade research reveals what happens when those priorities move from aspiration to action.
Together, the findings point to a simple truth: the future of home improvement depends on helping homeowners translate inspiration into realistic decisions, while giving tradespeople the tools and support they need to deliver against them.
Because unlocking the full potential of home improvement isn’t just about empowering consumers, but also supporting the people who bring those ideas to life.
At RED C, we continue to explore both sides of the home improvement equation – helping brands understand not just what consumers want, but what the trade needs to deliver it. If you have a brand challenge or want to find out more about how we can help drive your brand growth, get in touch with our sector experts:
Understanding Behaviour
Building Brands
Improving Experiences
About Us
Our Team
Our Associations
Our Work
Our Clients
How We Do It
Products We Use
Where We Do It
Political Polls
Consumer Trends
Our Thinking
Latest RED C News
Get in Touch
Join RED C
Join our Online Panel
