Who they are: Aesthetic Seekers are all about self-expression and creativity. Sure, many of them are women but 2 in 10 are men—and they’re all on the hunt to find what authentically represents them, from fashion and beauty to art and design. Aesthetic Seekers are not only leaned-in, they’re also doers, with 8 in 10 taking some form of action after discovering ideas on Pinterest. These Gen Zers are open-minded and explorative, even if that means stepping outside their comfort zone.

As Aesthetic Seekers embrace their authentic selves, brands need to follow suit. Are you a fashion brand or in the travel industry? Aesthetic Seekers are highly interested in ideas related to your sector. To engage this group, opt for content that’s relevant, relatable and down-to-earth. Ads that show a brand’s human side are most memorable and video reigns supreme. Help Aesthetic Seekers manifest the best version of themselves with personalised recommendations.