Social media platform Pinterest has released Pinterest Predicts 2025 Trend Report, offering consumers and advertisers a preview of the most anticipated trends and inspiring ideas for the coming year.
The report covers everything from fashion, beauty, home decor, food & beverage and more, providing a comprehensive overview of emerging trends across various categories.
Sydney Stanback
Sydney Stanback, Global Trends and Insights Lead, said the “not yet trending report” has been released annually for five years.
“Our trend-spotting process I believe is truly best in class because it leverages machine learning backed methodology. That’s really powered by how our audience uses Pinterest. Half a billion people come to Pinterest each month to search and shop for their next big thing, which gives us really unique insight into what’s next. So having worked on this over the past few years there are kind of two overarching themes that really stand out to me in this year’s report.
“The first one being Gen Z’s influence. We are really seeing Gen Z’s footprint in this year’s report, possibly more so than ever before. 65 percent of our trends are being driven by Gen Z. And I think that just really illustrates how this significant audience on Pinterest is really influencing how trends are showing up on Pinterest.
“Throughout the report, you’re going to see a lot of generational, I like to call them quirks or, traits, you’ll see them like very much shine through. And then the other thing that’s really standing out to me in this year’s report, we started to see it a little bit in 2024, Pinterest Predicts 2024 report, but people are really craving boldness and authenticity. When we kind of look at the relationship between Pinterest and another reason why people engage with it we view it as a valuable companion in the journey of self discovery because it really helps people create a roadmap to curating a life that’s aligned with their most authentic self.
“So one of the behaviors we’ve really seen emerge over the past few years is that people have become increasingly more daring and expressive. I view it as a bit of an unapologetic and somewhat maximalist behaviour. And it’s just really more prevalent than ever before in this year’s report.Most of these trends are very out there, but given our really successful rate in terms of accurately predicting trends, we’ve gotten 80 per cent of the trends that we predicted over the past five years correct. We feel very confident that this type of maximalist and unapologetic behavior is going to be a theme heading into 2025.”
Trends in the report cover fashion, beauty, decor, parenting, food and travel. With Gen Z driving 65% of the 2025 trends, next year will be about bold forms of expression and making a statement in every way.
Over half a billion people come to Pinterest each month to search and shop for the next big thing, which gives the platform a unique insight into what’s next. By analyzing year-over-year growth in search terms, Pinterest identifies the fast-rising patterns and curates findings into the future-looking report, which has proven over the past five years to be 80 per cent accurate.
Stanback said a few trends really stand out and she has a few personal favourites.
One is Castlecore. One of the reasons she loves that trend is because of the evolution of Gothic or Goth-related trends since 2021. And Gen Z and Millennials are driving the trend. It’s a new generation’s take on Goth and taking it back to its roots.
Another one of her personal favourites is Aura Beauty. The reason she likes the trend is because it’s very expressive, meant for people to express their aura on their face.
“I think it is really indicative of how younger generations are creating trends for their themselves and how they’re kind of using Pinterest to craft their own identity,” she said.
So one of the ways in which we offer our advertisers, our clients, to tap into this report is called is through a Pinterest Predicts Trend package. This gives advertisers an exclusive right to a specific trend in their country,” said Stanback.
“It includes a branded predict badge on their ads as they show up on Pinterest. A great example of this is that Nissan leveraged a travel trend last year called Dirt Flirts. It was all about off-roading. It’s a lot of sense for Nissan. So they bought a trend package for Dirt Flirts in Canada. And then RONA also tapped into Western Gothic, a very popular trend in 2024. We’re seeing these Gothic trends over the past few years. Very dark and moody interiors mixed with a bit of Western Americana kind of look. Those are two great examples of how brands in Canada have leveraged a trend package to bring a trend to life on Pinterest and align with their brands, of course.”
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