The Point: 459 million people use Pinterest each month. But they’re not here to fend off FOMO or doomscroll. They’re here to try new things. To save new ideas. And often, to make their next purchase.

We have a value at Pinterest: “Put Pinners first.” It means we listen to how people are experiencing the platform every day, and we let them guide us to the right answer.

Over 450 million people of all ages and demographics are driving the billions of searches that happen on the platform each month, making Pinterest the best place to discover what your audience will do next.1

A diverse range of people use Pinterest to plan for the future. That’s why our Pinterest Predicts report doesn’t tell you what’s already trending or round up trends from the past year. We’re telling you what will trend, months before anyone else, providing an opportunity to see what categories you can capitalise on.

Let’s take a closer look at the people making plans on Pinterest.

Gen X Pinners are driving searches for Michelin-worthy meals at home.

Gen Z Pinners are searching for fashion and outfit ideas.

Meet the new Pinners
Pinterest has always been a place for women—they make up 60% of our audience globally and have high purchasing power—and we’re proud of that.2 But in the UK in 2020, Pinterest saw our fastest growth among Gen Z and men.

What’s Gen Z searching for on Pinterest? The answers might surprise you: This group is using Pinterest as a life planner, dreaming about the future and creating boards with titles like “career development” and “2021 ambitions.” They’re searching for aesthetic ideas, from fashion and home decor to digital decor and wallpaper ideas for their phone. In fact, in the UK, this group created 2.5 million boards and saved an average of nearly 30 Pins per board last year.3

In the UK in 2020, Pinterest saw our fastest growth among Gen Z and men.

They’re also purchase-influencers: Gen Z Pinners are 45% more likely than the average adult to tell their friends and family about new products and purchases.4 And like so many of us, they’re getting inspired to travel again. But what’s interesting is that they’re using Pinterest to plan not only a regular holiday but bucket-list trips for when it’s safe to take them. And they’re not just thinking about their own future—they’re focused on social and global issues, like gender equality, public service and sustainability.

Meanwhile, the male audience in the UK created 2 million new boards and saved an average of 15 Pins per board in 2020.5 They’re using Pinterest to find inspiration for everything from living room designs and outfit ideas to tattoos and their next iPhone wallpaper.

People are using Pinterest to find tattoo ideas.

Gen X are driving searches for new charcuterie trends.

Men are using Pinterest to find inspiration for living room designs.

Pinterest is for everyone
In a year that’s been so difficult, Millennials on our platform are as active as ever. They’re looking for joy and planning celebrations for even the tiniest moments, like monthly anniversaries or “month-saries”.

Gen X are the foodies on Pinterest, driving searches behind new charcuterie trends that go beyond salami and crackers and Michelin-worthy meals at home.

And perhaps the most surprising: Boomers on Pinterest are looking to get away. They’re searching for nomadic lifestyle ideas and opting for life on the road, looking for wildflower fields and stargazing spots.

As you can see, a diverse range of Pinners make up our platform—because Pinterest is for everyone. Pinners continually surprise me as they redefine the Pinterest experience with their mould-breaking, inspiring searches. But what strikes me most is how dynamic Pinners are, like the Gen Z-er who’s both an activist and a financial planner, or the Millennial male Pinner who’s both an adventurer and an app developer. They’re curious, they’re multi-dimensional and they’re adaptive.

Help people plan their future
If I’ve learned anything from this past year, it’s that we need to be more like our Pinners: open to rethinking the regular; willing to throw away the playbook when it doesn’t work anymore; ready for a renaissance.

But they need a roadmap. That’s where you come in. Be the brand they discover next.

Written by

MILKA KRAMER, COUNTRY MANAGER, UK & IRELAND

Footnotes
1

Pinterest, Global analysis, Jan 2021

2

Pinterest global internal data, June 2020

3

Pinterest internal data, UK, people who signed up for Pinterest, Jan-Nov 2020

4

GlobalWebIndex, Gen-Zers who’ve visited Pinterest between Q1-Q3 2020, UK

5

Pinterest internal data, UK, people who signed up for Pinterest, Jan-Nov 2020