Don’t quit your yay job

Colourful collage: upside-down countryside at the top. A pair of hands are moulding a pottery vase on the left. A blue cone with colourful ice cream and sprinkles is on the right. A Black man in a red shirt ponders, as a key is handed down to him from above.

Turn your pastime into a payday

Who says hobbies can’t be lucrative? In 2022, people will build a new biz based on their specific interests, such as eyelashes, real estate and party rentals. While people were just looking for small business inspiration in our last report, this year they have more specific visions. ‘Labour of love’ just took on a whole new meaning for this millennial-driven trend.

Collage of property themes. A Black hand turns the key to an upside-down wooden house. A red A-frame house with a porch in the background is next to a lake, with snowy mountains and blue sky in the distance.

Collage of business ideas. A white hand holds a taco shell. Flowers bloom from the shell. A silver food van is in the background, open for business. A light blue disposable coffee cup, with foamy coffee inside, is on the left.

Creator Spotlight

Creator @thatstylishnerd, also known as Anderson, doesn’t want a normal office job. Neither does his audience of photographers, videographers and designers. This camera expert shares how he turned a hobby into a full-time gig—and how you can too. Follow Anderson for a behind-the-scenes look at the life of a photographer.

‘I know what it’s like to make the leap from “hobby” to “business”. Now I’m helping aspiring creatives to do the same. I share how to get published in magazines, photography techniques for beginners and my camera bag essentials.’

Bring this trend to life

If you’re a finance brand…

People are looking for ideas to turn their hobbies into extra cash. Provide them with budgeting tips, accounting software and investment products to help them to open for business.

If you’re a home brand…

Many budding entrepreneurs design their home office first. Suggest items that they’ll need to start up their new business such as desks, chairs or shelving.

If you’re a tech brand…

Every small business needs the latest technology. From card readers to laptop upgrades, get in there early with consumers as they consider this new business endeavour.

Pinterest search result for ‘new business ideas’. A person holding a cup of coffee while looking at a laptop. A vintage-looking food van with a string of lights at the front and the owner leaning on the counter. A tattooed man is holding a tray full of succulents. A Pin showcasing a smiling woman with blonde hair and red glasses. A pink speech bubble that reads, ‘New biz, who dis?’. The description underneath reads, ‘Get a small business discount’.

Related trends


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