- Nonconformity, self-preservation, and escapism are the trends leading the Pinterest Predicts report for 2026, the company’s “not-yet-trending” report that highlights the trends poised to define the year ahead.
- The research also revealed that consumers are big on comfort with 55% of global respondents prioritizing it as a daily need in their daily lives. Consumers are drawn to trends that align with their values, with 42% of those surveyed participating in trends that suit them. Long term timelines are over, but consumers are seeking to feel grounded and optimistic in the present, with escapism as added emotional fuel.
- For the first time, the Pinterest Predicts campaign, which includes on-theme physical products that consumers can shop including a capsule collection. Additionally, in the US Pinterest is staging a series of IRL activations and in the UK, Pinterest is launching a new on‑platform Predicts Shop.
Pinterest’s annual report looks at the data across the company’s 600 million monthly active users to identify 21 emerging trends across home decor, fashion, beauty, travel and food among other things.
This year’s report found that 91% of Gen Z says “the mainstream” is officially over, which will shift how consumers consume and how brands reach them.
“We built this year’s Pinterest Predicts to do more than forecast what’s next – it gives people, creators and brands a way to actually live, shop and remix the future in real time,” said Sara Pollack, Pinterest’s global head of consumer marketing, in a statement shared with Brand Innovators. “With ‘Be Unpredictable,’ we’re deliberately putting trends in unexpected hands and into IRL experiences so marketers can see how culture, creativity and commerce come together on Pinterest.”
Big on activations at the Cannes Lions, this is the first time that the Predicts trends will turn into live experiences across the country. This includes: Glamoratti Weekend in New York City with Maybelline, Opera Aesthetic murder mystery night with Michaels, Cabbage Crush dinner party with Hellmann’s and Wuthering Heights-coded Laced Up record-player moment with Warner Bros. The shopping site in the UK includes partnerships with: Cult Beauty, Tommy Hilfiger and Wolf & Badger.
