Recession Indicator: Youngish Adults Launching DIY Businesses
Person up cycling clothing for resale
As economic uncertainties mount and corporate stability feels increasingly tenuous, a quiet revolution is taking place among millennials and Gen Z: the rise of DIY businesses. For many youngish adults—those navigating their late 20s to early 40s—the promise of traditional career paths has dimmed, giving way to a surge in independent ventures driven by creativity, necessity, and the collective realization that risk-taking might be safer than stagnation.
For Laurén Bienvenue, the pivot to entrepreneurship was not just a professional shift, but a personal evolution.
'I was a publicist for 10 years in entertainment and it just could not have been more opposite of my personality,' she said.
After years of working with major media networks like A&E, Bienvenue found herself yearning for something more tactile and creatively fulfilling.
'I started to really run on the idea that, one, everyone was a little bit jealous. Two, not many people had the courage to do it. I just felt like if I really need to grovel and backtrack, I can. And what is the shame in that? There's none.'
That leap of faith, backed by a wave of millennial resilience, speaks to a broader cultural shift. Across social media platforms like TikTok, Gen Z is increasingly turning to millennials for guidance on how to navigate economic downturns. The resounding message? If it's going to be hard either way, you might as well bet on yourself.
For Bienvenue, that self-bet materialized in the form of leather painting. What began as a chance encounter with a leather jacket in Paris turned into a booming business built on Etsy and later expanded through custom projects and brand activations.
'I made my first jacket in February of 2017 and I quit my job in May of 2017,' she recalled. custom-painted leather and luxury bags caught the eyes of both consumers and brands, allowing her to grow her venture organically. From personalizing passport covers for Michael Kors to painting custom monograms at Levi's events, her hands-on craftsmanship not only sparked joy but redefined luxury.
'I think people are, just as always, I think I add color to the world and people are looking for joy,' she noted. It's that optimism—coupled with a sustainable, upcycled business model—that has positioned her for success even amid economic headwinds.
Bienvenue's story is emblematic of a growing trend among young professionals abandoning rigid corporate structures in favor of entrepreneurial freedom. As the economy contracts and job security feel increasingly elusive, more young adults are embracing DIY business models prioritizing autonomy and creative expression.
The rise of upcycling—a process of transforming discarded items into products of higher value—saw a surge during the Great Recession of 2008-2010, when millennials, fresh out of college and facing dismal job prospects, leaned into DIY culture as a means of both survival and self-expression. According to data from the Ellen MacArthur Foundation, the global upcycling market is projected to grow by 8.5% annually, reaching $62 billion by 2027. Platforms like Etsy, which reported a 20% year-over-year increase in upcycled product listings in 2023, have been pivotal in connecting creators to a growing base of sustainability-conscious consumers. Bienvenue's model taps directly into this movement, where luxury items are reimagined with personalized, hand-painted designs, transforming 'something you already have and giving it a new life.'
As Bienvenue's business continues to grow, her story serves as a powerful reminder that risk and creativity are pathways to not just survival but thriving.
'If you are curious about something, spend a few bucks on materials and just see what happens,' she said.
That advice couldn't be more timely for many millennials and Gen-Zers looking to rewrite their career narratives.
DIY businesses may not just be a trend—they might be the recession-proof blueprint for the future.
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