Pinterest Predicts: the 6 trends with the most potential

Tired of predictions content?

We get it – but if you’ve got enough mental capacity left for just a smidge more, we’d highly recommend checking out Pinterest Predicts.

That’s because Pinterest is about the future. People use it to plan and discover, from future purchases, to bucket list experiences, to self-development. It’s inherently an aspirational platform, but with practicality and planning built in. 

In fact, in the last three years, 80% of Pinterest’s predictions have come to fruition. We’ve summarised the six trends that we believe have the most potential for online advertisers below:

1. The YOLO years: a wildly underestimated audience

“In 2023, Boomers and Gen X will plan epic bashes for major milestones, from 100th birthday parties to 50th anniversaries.”

The pandemic put paid to a lot of celebrations – particularly for the elderly. Now, it appears they’re making up for lost time. People are looking for excuses to gather now confidence is up in the wake of Covid. Don’t underestimate the spending power of pensioners.

What this means for you

• This is a timely reminder: you can’t afford to ignore this audience!
• If it’s not the elderly online, it’s their relations planning on their behalf – don’t assume internet illiteracy 
• Why not test some campaigns and analyse the data – are you ignoring a big potential audience?

2. Primal movement: the fight to combat desk time

“In 2023, people will trade their screens for stretches and their desks for hip dips. These primitive, anti-tech workouts invite people to put down their phones and prioritise posture. Gen X and Millennials are driving this trend.”

Millennials are hitting their 30s and are more conscious of their health and screen time – meanwhile, remote work is starting to take its toll. ‘Movement is medicine’ as they say.

What this means for you:

• Prioritise budget for the new year – this will be a big opportunity to catch those resolution-makers
• Short-form video advertising, Display and Remarketing could help you ride the trend if you’ve got relevant products or services
• Naturally, Pinterest will be a great fit for health-oriented advertisers

3. All aboard: train travel is in

“Train travel will make a major comeback. Thanks to quicker boarding, extra legroom, scenic views and a lower carbon footprint, Gen Z and Millennials will find a renewed love for this timeless mode of transportation.”

The younger generations are particularly eco-conscious and used to ‘everything now’ – so the idea of ‘slow travel’ to be more present does make a lot of sense – although who knew ‘train travel aesthetic’ would be a thing?

What this means for you:

• Sustainability is no passing trend, now is the time to emphasise your eco credentials
• As a travel brand, widen your creative – it’s not all planes and far-flung tropical destinations, with ‘interrailing Europe’ also up in popularity

4. Free spirits: non-alcoholic drinks trends are here to stay

“Consumers are embracing a new way of thinking about alcohol. Whether it’s motivated by hangover hatred or a newfound love for tasty, low ABV options, people are drinking on their own terms.”

Rather like the rise of vegan and vegetarianism, it’s high time our drinks diets became more inclusive. Now, celebrations are equated with more than just champagne – but aesthetics are still important. ‘Cocktail garnish ideas’, ‘fancy ice cubes’ and ‘creative cocktails presentation’ searches are all up.

What this means for you:

• Recipes and short-form videos would work well as ads
• As a food/drinks brand, inclusivity is in – cater to all diets and preferences for broad appeal, while making users feel seen.
• Eye candy still wins the day – make sure your creative is thumb-stopping

5. Date different: dinner and a movie is dead

“In the year ahead, Gen Z will embark on a different kind of dating experience, opting for experiential outings such as bookshop nights, museum meet-cutes and aquarium adventures.”

The cinema hasn’t really bounced back since Covid (Oh, another Marvel film…) and FOMO from the last two years could also be driving the appetite for more unique, memorable experiences.

What this means for you:

• Big opportunities in the hospitality and leisure sectors – two-for-one anyone?
• In other sectors, it’s time to really emphasise what makes your brand unique
• If you’re in ecommerce, show your product in the context of experiences within your creative

6. The fourth trimester: millennials are having families

“Millennials (aka the ‘sharing generation’) are known for turning to social media for life milestones—from babies to birthdays—as well as micro-moments such as mealtime. So, it’s no surprise that this demographic has turned to Pinterest to dive deep into the postnatal period and ease the early days of parenthood.”

What’s interesting about this trend is that it seems rather focused not necessarily on the people having children, but those around them. The search terms are heavy on gifting (‘post natal hampers’, ‘new parent presents’). Friends and family are looking to show their love at this pivotal life moment.

What this means for you:

• Millennials having families spells tons of opportunity for child-friendly messaging – whether it’s for holidays, products, or experiences.
• Obviously parenthood/child-oriented brands have a big opportunity here. Those not having families aren’t ‘in the know’. Collate content, lists, and beautiful photography to attract Pinners.

Pinterest is still enormously underestimated as a platform. Gone are the days of it being all about wedding planning, or interior design. People use Pinterest to organise their priorities, get inspired and make plans. If you want your brand to get discovered, or be a source of inspiration, it’d be a great fit.

Want to learn more? Talk to us today about getting up and running on Pinterest ads.