Key Facts
- ✓ Gen Z makes up 50% of Pinterest's 600 million monthly active users globally.
- ✓ Gen Z uses Pinterest for self-discovery and aesthetics, unlike older generations who use it for project inspiration.
- ✓ Popular search terms for Gen Z include interview outfits, dorm room designs, journaling, and Labubu.
- ✓ A senior director at Pinterest noted that Gen Z is multifaceted and avoids single labels.
Quick Summary
Gen Z is using Pinterest to find their unique aesthetics and figure out interview fits, according to a company executive. The demographic makes up 50% of the platform's 600 million monthly active users globally.
Unlike older cohorts who use the platform for project-based inspiration, Gen Z focuses on self-discovery. Popular search terms include interview outfits, dorm room designs, journaling, and collectible items like Labubu dolls.
A Shift in Platform Usage
Gen Z users are approaching Pinterest differently than their parents or older siblings. According to a senior director at the company, the younger generation uses the platform primarily to figure out their aesthetic rather than for project inspiration.
While Millennials often use Pinterest to find wall art for living rooms or inspiration for home renovations, Gen Z is using the platform to figure out who they are. This shift represents a move from functional planning to identity exploration.
The platform has become a hub for:
- Finding outfit inspiration
- Searching for dorm room aesthetics
- Looking at pictures of collectible items like Labubus
"For millennials, if you ask them what their styles or preferences were, you'd get a cheerleader or an athlete, or nerdy or gothic — you had sort of one label that you had to fit into. With our Gen Z audience, we're seeing that it's very different."
— Ayumi Nakajima, Senior Director at Pinterest
Multifaceted Identities
Ayumi Nakajima, a senior director at Pinterest in Singapore who heads the company's Asia-Pacific content partnerships, highlighted the difference in generational mindsets. She noted that Millennials often identified with single labels such as "cheerleader," "athlete," "nerdy," or "gothic."
In contrast, Gen Z users are described as much more multifaceted. It is considered acceptable to embody many different traits simultaneously. Nakajima stated that a significant portion of what Gen Z users search for relates to aesthetics.
"So they're much more multifaceted, in that it's OK to be many of these things. A lot of what Gen Z users are searching for is things to do with aesthetics," she added.
Specific Search Trends
The usage differences are also evident in specific search terms. While Millennials look for project-based inspiration, Gen Z uses the platform in a more targeted manner regarding fashion and home decor.
Nakajima provided specific examples of these generational divides:
- Fashion: Gen Z searches for "interview outfits" rather than general "business casual" attire.
- Home Decor: Searches focus on "dorm room designs" or "small room decor" rather than full home renovations.
Other popular search terms among Gen Z include journaling, Minecraft layouts, Labubu, and charm bracelets. The rise of collectible items like Labubu dolls, Lego sets, and Pokémon cards has seen a surge in popularity as adults turn to buying toys.
The Value of Self-Discovery
The executive emphasized that Gen Z values self-discovery and uses Pinterest as a means to that end. The platform allows users to explore hobbies and personal preferences without the pressure of social comparison.
"It's about what your hobbies are, and it's not about comparing yourself to others or worrying about how others perceive you," Nakajima said. "I think that's part of the magic of Pinterest, and also what keeps Gen Zs coming back."
This focus on personal exploration rather than external validation appears to be the key driver behind the platform's popularity with the younger demographic.
"So they're much more multifaceted, in that it's OK to be many of these things. A lot of what Gen Z users are searching for is things to do with aesthetics."
— Ayumi Nakajima, Senior Director at Pinterest
"For Gen Zs, instead of business casual, they might be looking for interview outfits. So even within the fashion category, we've seen different search terms trending across the generations."
— Ayumi Nakajima, Senior Director at Pinterest
"It's about what your hobbies are, and it's not about comparing yourself to others or worrying about how others perceive you. I think that's part of the magic of Pinterest, and also what keeps Gen Zs coming back."
— Ayumi Nakajima, Senior Director at Pinterest
