Altbashes

Collage of party themes. An older, smiling East Asian man, holds up a hand. A smiling white woman is in the centre, holding out her arms. A white child, wearing an astronaut helmet is beside black, heart-shaped balloons on the right.An iguana is on a green branch on the top right. A martini glass is on a multi-coloured tablecloth, beside a cake with male and female figurines on top. Balloons of different bright colours are on the top left.

Parties for life’s undercelebrated moments

RSVP to a new reason to celebrate. In 2022, millennials, Gen X and boomers will embrace celebrations that mark fresh milestones and open new chapters. Empty nest? Party. Adoption went through? Party. Bad break-up? Here’s a cake.

Collage of party themes. On the left, a white woman with blonde hair and bright red lipstick, dances in a pink dress. A half-eaten pink cake on a white platter, is beside her. On the right, a white hand squeezes the bottom of a red, heart-shaped balloon.





An East Asian woman hugs a large, brown dog on the left. A white woman with spiky hair and an iguana on top of her head is on the right.

Creator Spotlight

Keep your eyes on Brittany Jepsen: a designer, illustrator and stylist, who incorporates bright colours into everything that she does. When it comes to her celebrations, don’t expect the ordinary. Follow Brittany for whimsical DIYs and tablescapes that put her in a league of her own.

‘I buy my friends a gift when they find a new apartment. Seriously! I throw altbashes to get together with people for something special but relatable. One thing I learned as the altbash queen: people love any excuse to eat cake.’

Bring this trend to life

If you’re a food and drink brand…

Use video ads to help people to whip up just the right treats to commemorate memorable milestones—such as break-up cakes.

If you’re a travel brand…

Help people to craft a break-up getaway or an empty-nest bucket list trip to mark a major life transition. And once they’ve organised their itinerary, serve them relevant ads powered by automatic bidding to simplify holiday planning.

If you are a finance brand…

Use targeted ads with tailored offers to help people to celebrate their financial milestones—like a party when they complete their mortgage payments or a ‘so long, student loans’ celebration.

Pinterest search results for ‘pet adoption party’. A greyhound in orange and yellow ribbons. A dog’s snout sniffs a cupcake with a dog treat on the top. A yellow and white dog is among orange, white and gold balloons. A black dog at an indoor party. A Pin of a black dog at an indoor party with a bowl of dog biscuits and cupcakes. The text reads, ‘Throw the perfect gotcha day paw-ty – PlayYeah’. The description underneath reads, ‘Pet party ideas and treats’.

Related trends

Footnotes
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Pinterest, search data, global, analysis period Oct 2019–Sept 2021