The Point: There’s a new sense of urgency to take better care of the planet. As people reevaluated their priorities during COVID, they realised they need to live more sustainably. As they “re-emerge” into new routines, they’re using Pinterest to plan for a greener life.
As things start to open up, people are planning their “future me”: how they want to show up in the world. And as it turns out, they want to change their impact on the world, too.
People are emerging into the “new normal” with a greater sense of urgency to take care of our planet. We’re predicting a Greenaissance: a renewed focus on sustainable living, Earth-friendly products and calls for community action.
In a recent study, we asked people all over the world about their sustainability behaviours. Over 80% increased their sustainability behaviours during COVID. And even more promising? They’re more likely to stick with these sustainable actions in their “new normal.”1
80% of consumers plan to take action on a more sustainable lifestyle in their “new normal”
Where did this inspiration come from? For some, all that time at home during COVID gave them a better understanding of their consumption habits—and how much waste they produce. For others, COVID brought a new interest in outdoor hobbies. And it was certainly hard to ignore one of the positive effects of people staying home so much: reduced pollution and cleaner air, all over the world.
People on Pinterest lead the charge
People who love Pinterest also love the planet. They’re 40% more likely to say the environment is a personal interest, and 25% more likely than non-Pinners to act on that interest.2 It adds up to a series of meaningful changes all across their lives, from how they eat to how they move.
Pinners are increasingly mindful of what they eat, whether they’re cooking at home or grabbing food on the go. They’re swapping in more plant proteins, reading ingredient lists and cutting out chemicals. Plus, they’re prioritising local suppliers: People on Pinterest are 40% more likely than non-Pinners to have made an effort to buy locally made or grown products in the past year.1
The old refrain of reduce, reuse, recycle hit overdrive. 1 in 2 Pinners are trying to buy products with sustainable packaging and 2 in 3 have started to recycle more in the past year. This is affecting their product choices across the board.1 Think recyclable packaging, efficient energy solutions and cleaner tech.
People who use Pinterest are more likely to be concerned about their personal carbon footprint than people who aren’t on Pinterest. 1 in 5 have either purchased or considered an electric/hybrid vehicle and 40% are more likely to choose travel destinations that value sustainability.1
Be their next eco-friendly find
As people continue to shape new habits, they're still learning what works. They're consistently seeking new ideas and products—and Pinterest is where they find them. You have an opportunity to shape and influence consumer purchases while they’re searching for their next great sustainability idea.
For example, Nespresso ran a Pinterest campaign in France about their recycling programme, which helped to significantly increase awareness of their eco actions. Video ads explained that by the end of 2021, every one of Nespresso’s coffee capsules will be made using 80% recycled aluminium as part of their bid to become fully carbon neutral by 2022.
Jules also turned to Pinterest to reach eco-conscious consumers. A mix of video and static ads helped the menswear brand drive awareness of their first upcycled collection, which gives unsold items a second chance at life. With relevant targeting and eye-catching creative, Jules reached their audience at scale, driving strong campaign results.
Additionally, Petit Bateau partnered with Artefact to raise awareness among Pinners of their focus on durability and sustainability, as well as their aim to provide customers with solutions to extend the life of their clothes. Whether it's through the quality of their fibres, sourcing of materials or reselling services, the iconic French brand is committed to creating clothes that last while minimising their environmental footprint.
Act on the insights
Provide educational content
A lack of eco-knowledge is one of the main reasons people don’t adopt sustainability practices. Consider making Pins on carbon neutrality, climate change or how to use less plastic.
Show off your sustainable side
As your brand continues its own journey to being more Earth-conscious, share your sustainable practices. That way, people can make more informed purchasing decisions.
Think Earth Day, every day. You can share tips to help people make their homes greener, or help them find eco-friendly hobbies.