How Pinterest Is Helping Gen Z Navigate Adulthood

Carin Lee
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Having recently reached 400 million monthly users, Pinterest now represents an opportunity for brands to stand out in the online world.

According to Pinterest country manager Australia and New Zealand Carin Lee-Skelton, users are flocking to Pinterest to “find inspiration for their lives”.

“Many of these users are coming to look for ideas as they have adjusted to life during a global pandemic and others are finding new reasons to come to Pinterest such as personal well-being, fitness, and how to have an inspiring staycation this year,” Lee-Skelton said.

For advertisers, there is a unique opportunity to leverage Pinterest and its specific user segments.

The fast-growing segment on the platform is Gen Z, which is continuing to grow 50 per cent year-on-year.

According to Lee-Skelton, these Gen Z users are turning to Pinterest as they navigate some of life’s early milestones.

“Gen Z are turning to Pinterest as they become ‘new independents’ and start doing many things for the first time—first car, first job, first apartment,” she said.

“They want to know how to do these things their own way and are looking for personalised ideas to demonstrate their individuality.”

Specific to Gen Z, searches for ‘gender equality’ were up 5x, ‘mental health check-in’ was up 5x and ‘body positive’ ideas were up 9x.

Understanding Gen Z

And while Pinterest now has a better idea of how Gen Z is using the platform, many brands still struggle to understand this demographic.

“They’re becoming adults and jumping into the world to experience many of life’s great moments for the first time, so can be a very valuable segment of the population for marketers and brands to reach if done in the right way,” Lee-Skelton said.

She believes Pinterest can act as a valuable resource for marketers looking to reach Gen Z.

“It’s our goal to help marketers understand the ability that Pinterest has to help them connect with Gen Z audiences in an authentic way that aligns them with the brands and products we know they are looking for on Pinterest,” she said.

“With more than 8 million monthly unique visitors in Australia (Nielsen Mediametrie), Pinterest is a valuable place for businesses who want to grow their marketing reach and drive traffic to their sites.”

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