Pinterest has revealed its top trends marketers should keep an eye on in the year ahead.
Every year, Pinterest’s insight team analyses emerging searches to predict the top trends that marketers should watch for in the year to come. This annual report gives them a valuable peek into what their consumers are thinking to do, or buy, in 2021.
Alongside the full release of its trend insights (which you can check out here), the image sharing service has identified five particular shifts in consumer-behaviour, with actionable insights, that marketers should consider for 2021.
Food & Beverage: Top chef at home (popular with the Gen X audience)
According to Pinterest, people relied much more on home cooking this year and they often had to choose efficiency over creativity. In 2021, however, the amateur cooks will rise and be more confident to explore their newfound passion.
Pinterest users will be getting fancy in the kitchen and will be trying to recreate restaurant experiences at home. This at-home-foodie trend is an opportunity for brands from different industries to reach consumers with food-related products and services, Pinterest said.
For example, tech and internet brands can promote their tablets or services for easy-to-access recipes; while home retail or tech appliance brands can upload their product inventory of gadgets and pro-utensils to Pinterest.
Food and beverage brands could also consider inspiring consumers with Michelin-worthy recipes, by creating Recipe Pins.
Beauty: Minimalist beauty (popular with the Gen Z audience)
According to Pinterest, users of the platform are giving up the complicated full make-up look to focus on a simpler and more sustainable skin beauty routine.
Pinners are looking to streamline their beauty regime and discover clean products with natural ingredients, with searches for natural everyday makeup up 180 per cent.
Beauty brands have the opportunity to guide them through this process by offering useful tips and by putting forward their ingredients lists.
They could also create Video Pins, with easy step-by-step instructions on how to use their products, for a more interactive shopping experience.
Home Decor: More door (popular with the Millennials audience)
The rise of working from home led people to reinvent their home space and, in 2021, they will find new ways to create more personal space, with cloffices (closets turned into offices) a trend to keep your eye on.
Retail brands can offer product solutions to enhance hybrid rooms in the house, like home office furniture or trending paint colours. In order to help people imagine their new space, retailers can use Carousel Pins that will allow them to showcase multiple images, such as before and after photos.
Financial services brands could also help consumers keep their insurance up-to-date to help cover new home additions.
While tech/telco brands can promote products that power their home office, home gym, gaming rooms, or home connectivity (or Wi-Fi).
Fashion: Athflow (popular with the Gen Z audience)
Mastering stay-at-home fashion was in the minds of many Pinners in 2020, according to the platform, and people turned to flowy pants, casual jumpsuits and oversized outfits to replace athletic clothes as the new go-to loungewear.
Retail and apparel brands can help consumers master this new style using Collection Pins to showcase comfy outfits ideas and let people easily purchase the different products in the selection.
Home decor brands can give an athlow vibe—a mix between athleisure and elegance, Pinterest explains—to their next photoshoot to make furniture and home accessories look even more comfortable.
Thinking outside the box, laundry detergent or appliance brands could show consumers how to keep soft fabrics soft.
Travel: Getaway car (popular with the Boomers category)
In 2021, cars will become more than just a way to go from point A to Z. People will consider their car as the ‘third space’ for activities such as date night or family movies, and even create their own man cave.
Auto brands can spotlight next-level options like massage seats, surround sound or vista roofs. Household brands can share everyday items to keep handy in the car like wet wipes or hand sanitiser. Food or beverage brands can promote on-the-go drinks and snacks.
Wellness brands could, in addition, share instant Zen options, like car diffusers. And auto insurance companies can emphasise the importance of insuring that fancy new car cave with car insurance.
Financial services brands could also share budgeting tips to help consumers save to acquire a new vehicle, Pinterest said.
You can find the full list of 2021 trends at Pinterest Business, with filters to search for trends by industry and by demographic.