Why Gen Z Is Taking Over Pinterest (and What That Means for Your Marketing)
Lately, I’ve been noticing a huge shift on Pinterest, one that was front and center at Pinterest Presents 2025: Gen Z is dominating the platform. As a Gen Xer, I used to think of Pinterest as my digital scrapbook, a place to store home ideas, recipes, and dream vacations. But it’s no longer just my generation’s quiet corner of the internet. Gen Z, including my own kids, is actively shaping the future of Pinterest, using it not only to curate inspiration but also to shop, explore identities, and discover new trends. With Gen Z making up nearly 50% of Pinterest’s global monthly users, this shift is impossible to ignore if you’re a marketer or brand hoping to reach this younger, high-intent audience.
Related: Answering All Your Questions About Pinterest
How Gen Z Uses Pinterest (And Why It’s Different)
Unlike older generations, Gen Z approaches Pinterest with a powerful sense of purpose. They use it as a visual search engine, more like Google or YouTube than Instagram. They create 2.5x more pins and 66% more boards than other age groups, and they often come to Pinterest with clear intent: planning, curating, and eventually purchasing. In fact, they’re seven times more likely to buy a product they’ve saved. They’re not just browsing; they’re hunting for products that match their aesthetic and values. From “old money aesthetic” to thrifted goth fashion, Pinterest is where Gen Z builds their identity, not just their shopping list.
What Gen Z Is Looking For: Values, Aesthetics, and Visual Search
Gen Z users are all about authenticity and alignment with their values. Sustainability isn’t just a trend for them, it’s a requirement. One-third of Gen Z is willing to pay more for sustainable products, and they’re not afraid to dig deep to validate a brand’s claims. Visual search also plays a big role in how they discover products. Pinterest’s Lens tool, which has grown 27% among Gen Z, lets users explore products based on images, not keywords, perfect for those “I’ll know it when I see it” moments. They also view Pinterest as a low-pressure, positive space compared to Instagram or TikTok, which is why they use it more for planning and inspiration, not just impulse buys.
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Proven Pinterest Marketing Strategies That Work for Gen Z
If you want to reach Gen Z, you need to stop treating Pinterest like a social media platform because it’s actually a search engine. Use keyword-rich pin titles and descriptions, and get comfortable monitoring Pinterest Trends so you’re showing up 45–90 days ahead of seasonal interest. Add “Save this for later” calls to action to your pins, and make your products shoppable by connecting your catalog (Shopify makes this incredibly simple). Gen Z also responds strongly to aesthetics, so build boards that speak to different vibes, lifestyles, and values. Don’t forget: Pinterest Predicts got 65% of its 2025 trend forecast right, you’ll want to align your content with those insights. And yes, mobile-first everything because 88% of Pinterest traffic is on mobile.
The Takeaway: Gen Z on Pinterest Isn’t a Trend—It’s the Future
If you’re a youth-focused brand, marketing to Gen Z on Pinterest is no longer optional. It’s time to prioritize search, lean into authenticity, and make the entire discovery-to-purchase journey frictionless. Don’t obsess over followers because Gen Z doesn’t care about them. Focus on saves, shares, and boards. Build trust through transparency, especially around sustainability. And if you sell to gift-givers (like parents), remember that Gen Z influences household purchases in a big way. The data is clear: Pinterest delivers a 32% higher ROAS than other platforms and continues to grow. I’m genuinely excited about where this is heading and my team at Simple Pin is here to help you get ahead of it. Ready to connect? Scroll down and book a free call with us. Let’s see what Pinterest marketing can do for you.
Resources Mentioned:
- Pinterest Trends tool
- Pinterest Business blog: Gen Z marketing insights
- Pinterest Verified Merchant Program
- Gen Z stats
- 2025 Pinterest stats
- Pinterest Shares Report Into Gen Z User Trends
- Buying Behavior of Gen Z (pdf)
