The Point: From social activism to sustainable fashion, Gen Z are taking matters into their own hands and charting a brighter path forward for everyone. Here’s what you need to know.

 
50%

seek inspiration for individual growth on Pinterest2

You’ve heard it all before. Gen Z see more of their phone screens than of their families. They’re impatient. Entitled. Confident and ambitious yet terrified of the future. The thing is, this narrative for Gen Z just doesn’t ring true when you actually talk to them and follow the data.

Gen Z Pinners are more open-minded, more ambitious, more adventurous and more creative than their peers who aren’t on Pinterest.1 And brands have an opportunity to connect with these digital natives on our platform. They’re at a transitional life stage and Pinterest helps them envision and manifest their future self. They’re not sure what they’re searching for but they’ll know it when they see it. And you’ve got a chance to be their next great find.

Because this misunderstood generation is so much more than a stereotype. The pandemic may have hit at a critical moment in their lives but they’re taking control of their journeys, seeking knowledge, setting new expectations and striving for more. And they’re doing it all on Pinterest.

They’re using the platform as a life planner.

They’re dreaming about their dream car more than ever.

They’re using Pinterest to plan bucket-list trips to dream destinations.

Using Pinterest to look forward
Gen Z engage with Pinterest in a different way from other platforms. They use it to plan for the future, not to post about the past. In fact, nearly half of UK Gen Zers come to Pinterest each month seeking inspiration to cultivate individual growth.2 They’re using the platform as a life planner and creating boards with titles like “career development” and “2021 ambitions.”

They’re also using Pinterest to find home decor ideas. Among Gen Z Pinners in the UK in 2020, we saw an almost 75% lift in home decor searches,3 including “first house checklist” and “uni storage ideas.” Not to mention, they’re dreaming about their dream car more than ever: We saw auto saves increase by nearly 60%.4

And like so many of us, they’re getting inspired to travel again for when it’s safe to do so. They’re using Pinterest to plan bucket-list trips to dream destinations like Japan, the Maldives and Saudi Arabia on boards like “Korea, Seoul trip” and “South Asia Travels.”

Gen Z engage with Pinterest in a different way than other platforms. They use it to plan for the future, not post about the past.

They use Pinterest to curate a unique and deeply personal aesthetic.

 
45%

more likely than the average adult to tell friends and family about new products and purchases7

Using Pinterest to shop
Gen Z are all about self-expression and identity. They’re on the hunt to find what authentically represents them, from fashion and beauty to food and beverages—anything that provides an outlet that allows them to embrace their individuality.

Over half of Gen Zers say they care about their appearance,5 and they use Pinterest to curate a unique and deeply personal aesthetic through searches like “streetwear fashion,” “indie outfits” and “baddie outfits.”

On Pinterest, Gen Z Pinners are open-minded and undecided. They’re not sure what they’re searching for but they’ll know it when they see it. That’s why they’re 50% more likely to discover new brands from ads seen on digital platforms and about 25% more likely to buy from those brands compared to non-Pinners.6

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, and they compile their must-haves on boards like “needs,” “buys” and “products to buy.”7

Using Pinterest to change the world
Gen Z aren’t just thinking about their own futures. They’re focused on social and global issues like gender equality, public service and sustainability. They care about their communities and are 40% more likely than the average UK adult to say that contributing to their community is important to them.8

After all, not only has this generation grown up in the aftermath of the 2008 recession but also during the Black Lives Matter movement, protests against police brutality and violence against women, climate strikes and the pandemic. They’re coming of age in an era of crises and it’s pushing them to fight for change.

In 2020, Gen Z Pinners in the UK planned ways to make a positive social impact with boards titled “blood donation,” “public service” and “community garden.” And they consider their impact on the environment and value sustainability: 2 in 3 are willing to pay more for an eco-friendly product.9

They’re focused on social and global issues.

Act on the insights
From financial services to food, opportunities to cultivate connections with Gen Z abound. They’re looking for their next try, their next save, their next buy—and your brand could be it.

Here are some tips to get you started:

1.
Establish a relationship beyond your product.

Gen Z Pinners are seeking out brands that have a perspective in the world. Let them know what your brand is doing to help address climate change and other social and global concerns so they’ll consider you when they’re ready to shop.

2.
Tap into Pinterest trends.
Gen Z use Pinterest to find tomorrow’s ideas. Use trends around interests, searches and categories as a window into the future and a way to align ideals with action.

3.
Be there for their next moment.

Be present and influence their buying decisions by aligning with their mindset. Ensure your brand has an always-on awareness campaign to capture consumer purchase intention.

Written by

LOUISE RICHARDSON, DIRECTOR OF MARKETING, EMEA

Footnotes
1

Global Web Index, UK Q2-Q3 2020Question: Attitudes: Which of the following do you feel describes you?

2

comScore, Dec 2020, UK

3

Pinterest Internal Data, Gen Z Users, Jan -Dec 2020, UK, change '01-01-2020' and '31-12-2020' as compared to searches between '01-01-2019' and '31-12-2019’

4

Pinterest Internal Data, Gen Z Users, Jan -Dec 2020, UK, change '01-01-2020' and '31-12-2020' as compared to searches between '01-01-2019' and '31-12-2019

5

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

6

Global Web Index, UK Q2-Q3 2020

7

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

8

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

9

GlobalWebIndex Q2-Q3 2020, UK