GITNUXREPORT 2025

Diversity, Equity, And Inclusion In The Home Improvement Industry Statistics

Diversity boosts industry growth, consumer trust, and competitive success in home improvement.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

Minority-owned businesses account for 20% of the home improvement sector

Statistic 2

The number of minority contractors increased by 12% from 2019 to 2022

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Female-led home improvement businesses grew at a rate of 18% annually between 2018 and 2022

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24% of home improvement businesses are owned by multicultural entrepreneurs

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44% of minority-owned businesses reported challenges accessing capital

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46% of home improvement decision-makers are women

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60% of consumers value diversity and inclusion when choosing a home improvement service

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Homeowners of Hispanic descent are 1.5 times more likely to prioritize inclusivity when selecting service providers

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55% of consumers are more likely to trust brands that demonstrate inclusive practices

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52% of consumers would prefer to hire providers with diverse teams

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80% of millennials consider diversity and inclusion as a key factor in choosing a home improvement service

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38% of consumers rank the presence of diverse staff as very important when evaluating home service providers

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Only 9% of home improvement marketing campaigns address cultural diversity

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70% of home improvement brands that actively promote inclusion see increased customer loyalty

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46% of industry leaders believe that cultural competency is essential for client satisfaction

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53% of consumers with diverse backgrounds prefer contractors with inclusive hiring practices

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41% of minority homeowners report difficulty finding contractors that reflect their cultural background

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43% of consumers are more likely to recommend brands that demonstrate inclusive values

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42% of women report feeling underrepresented in the home improvement industry

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47% of LGBTQ+ consumers prefer brands that actively promote inclusion

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Only 8% of marketing campaigns in the home improvement industry specifically target diverse groups

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54% of consumers agree that companies should openly commit to diversity and inclusion

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33% of industry employees from minority backgrounds have experienced discrimination at work

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Businesses with diverse leadership are 35% more likely to outperform competitors

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The percentage of home improvement contractors recognizing the importance of racial diversity increased from 23% to 43% over five years

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Inclusion training programs led to a 15% increase in employee retention in some home improvement firms

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65% of industry executives agree that improving DEI will lead to better business outcomes

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58% of women in construction report experiencing gender bias

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15% of industry apprenticeships are targeted toward women and minorities

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50% of minority contract workers earn less than $20/hour

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48% of women in the industry report feeling their career growth is hindered by lack of inclusion

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37% of industry employees believe that increasing diversity will boost innovation

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19% of minority workers have experienced wage disparity compared to non-minority colleagues

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29% of industry conferences now feature sessions dedicated to diversity and inclusion

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66% of industry respondents believe that a diverse workforce is essential for future growth

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24% of home improvement industry marketing materials feature diverse groups

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73% of women in the industry report facing unique challenges, including lack of representation and mentorship

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40% of home improvement companies identified lack of diversity as a barrier to growth

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35% of home improvement companies have diversity and inclusion policies in place

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African Americans represent 13% of the home improvement industry workforce

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28% of home improvement companies have implemented diversity training programs

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Only 15% of leadership positions in the industry are held by women

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Asian Americans represent approximately 9% of the workforce in the home improvement industry

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27% of women in the industry believe their voices are not heard at decision-making levels

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21% of home improvement industry workers identify as LGBTQ+

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32% of home improvement technicians are from minority backgrounds

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55% of companies have set DEI goals for the next five years

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29% of the industry’s workforce is under 30 years old, indicating a young diverse demographic

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60% of home improvement businesses have initiated at least one DEI-related initiative in the past year

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22% of women in the industry hold managerial positions

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34% of home improvement companies have diversity and inclusion as part of their core values

Statistic 52

54% of small home improvement firms have a designated DEI officer or team

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Sources

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Key Highlights

46% of home improvement decision-makers are women
Minority-owned businesses account for 20% of the home improvement sector
60% of consumers value diversity and inclusion when choosing a home improvement service
35% of home improvement companies have diversity and inclusion policies in place
African Americans represent 13% of the home improvement industry workforce
42% of women report feeling underrepresented in the home improvement industry
Homeowners of Hispanic descent are 1.5 times more likely to prioritize inclusivity when selecting service providers
The number of minority contractors increased by 12% from 2019 to 2022
28% of home improvement companies have implemented diversity training programs
55% of consumers are more likely to trust brands that demonstrate inclusive practices
Female-led home improvement businesses grew at a rate of 18% annually between 2018 and 2022
Only 15% of leadership positions in the industry are held by women
Asian Americans represent approximately 9% of the workforce in the home improvement industry

Here’s a one-sentence introduction for your blog post:

“With nearly half of home improvement decision-makers being women and consumers increasingly prioritizing diversity and inclusion, the industry is at a pivotal crossroads where embracing DEI is not just a moral imperative but a smart business strategy.”

Business Ownership and Growth Trends

Minority-owned businesses account for 20% of the home improvement sector
The number of minority contractors increased by 12% from 2019 to 2022
Female-led home improvement businesses grew at a rate of 18% annually between 2018 and 2022
24% of home improvement businesses are owned by multicultural entrepreneurs
44% of minority-owned businesses reported challenges accessing capital

Business Ownership and Growth Trends Interpretation

While minority and female entrepreneurs are making impressive strides in home improvement, with ownership rising and diversity shaping the industry’s landscape, nearly half still grapple with capital access, highlighting that inclusion isn't just about opportunity—it's also about removing barriers to sustain success.

Consumer Preferences and Trust

46% of home improvement decision-makers are women
60% of consumers value diversity and inclusion when choosing a home improvement service
Homeowners of Hispanic descent are 1.5 times more likely to prioritize inclusivity when selecting service providers
55% of consumers are more likely to trust brands that demonstrate inclusive practices
52% of consumers would prefer to hire providers with diverse teams
80% of millennials consider diversity and inclusion as a key factor in choosing a home improvement service
38% of consumers rank the presence of diverse staff as very important when evaluating home service providers
Only 9% of home improvement marketing campaigns address cultural diversity
70% of home improvement brands that actively promote inclusion see increased customer loyalty
46% of industry leaders believe that cultural competency is essential for client satisfaction
53% of consumers with diverse backgrounds prefer contractors with inclusive hiring practices
41% of minority homeowners report difficulty finding contractors that reflect their cultural background
43% of consumers are more likely to recommend brands that demonstrate inclusive values

Consumer Preferences and Trust Interpretation

As the home improvement industry inches toward inclusivity—where nearly half of decision-makers are women, over half of consumers prioritize diversity, and a significant portion of minority homeowners seek culturally reflective providers—it's clear that embracing cultural competency isn't just ethical; it's essential for loyalty, trust, and long-term success, yet startlingly, only 9% of marketing campaigns speak to this diversity.

Diversity and Inclusion Metrics

42% of women report feeling underrepresented in the home improvement industry
47% of LGBTQ+ consumers prefer brands that actively promote inclusion
Only 8% of marketing campaigns in the home improvement industry specifically target diverse groups
54% of consumers agree that companies should openly commit to diversity and inclusion
33% of industry employees from minority backgrounds have experienced discrimination at work
Businesses with diverse leadership are 35% more likely to outperform competitors
The percentage of home improvement contractors recognizing the importance of racial diversity increased from 23% to 43% over five years
Inclusion training programs led to a 15% increase in employee retention in some home improvement firms
65% of industry executives agree that improving DEI will lead to better business outcomes
58% of women in construction report experiencing gender bias
15% of industry apprenticeships are targeted toward women and minorities
50% of minority contract workers earn less than $20/hour
48% of women in the industry report feeling their career growth is hindered by lack of inclusion
37% of industry employees believe that increasing diversity will boost innovation
19% of minority workers have experienced wage disparity compared to non-minority colleagues
29% of industry conferences now feature sessions dedicated to diversity and inclusion
66% of industry respondents believe that a diverse workforce is essential for future growth
24% of home improvement industry marketing materials feature diverse groups

Diversity and Inclusion Metrics Interpretation

Despite over half of industry leaders acknowledging that diversity drives innovation and growth, a glaring gap persists with less than a quarter of marketing efforts highlighting underrepresented groups, underscoring the urgent need for the home improvement industry to turn commitment into concrete inclusion—lest it fall behind in building a truly representative and competitive future.

Industry Challenges and Training Initiatives

73% of women in the industry report facing unique challenges, including lack of representation and mentorship
40% of home improvement companies identified lack of diversity as a barrier to growth

Industry Challenges and Training Initiatives Interpretation

Despite 73% of women in the home improvement industry facing unique challenges, including underrepresentation and limited mentorship, 40% of companies still see lack of diversity as a barrier to growth—highlighting that progress and opportunity paint a picture of the industry’s unfinished business.

Workforce Representation and Leadership

35% of home improvement companies have diversity and inclusion policies in place
African Americans represent 13% of the home improvement industry workforce
28% of home improvement companies have implemented diversity training programs
Only 15% of leadership positions in the industry are held by women
Asian Americans represent approximately 9% of the workforce in the home improvement industry
27% of women in the industry believe their voices are not heard at decision-making levels
21% of home improvement industry workers identify as LGBTQ+
32% of home improvement technicians are from minority backgrounds
55% of companies have set DEI goals for the next five years
29% of the industry’s workforce is under 30 years old, indicating a young diverse demographic
60% of home improvement businesses have initiated at least one DEI-related initiative in the past year
22% of women in the industry hold managerial positions
34% of home improvement companies have diversity and inclusion as part of their core values
54% of small home improvement firms have a designated DEI officer or team

Workforce Representation and Leadership Interpretation

While over half of home improvement companies are forging ahead with DEI initiatives and nearly a third have concrete goals, the industry’s continued underrepresentation of women and minority groups in leadership—highlighted by only 15% of boss babes and just 13% of African Americans in the workforce—reminds us that building a truly inclusive industry requires more than policies; it demands a top-to-bottom commitment to amplify diverse voices on the blueprint of progress.