September is the month that people tend to reassess themselves and shift their focus toward what really matters to them. However, Pinterest seems to have noticed a change in user behavior. This is what they had to say:
“This year, instead of looking outside the home for inspiration, it is clear that a fresh start in 2020 begins within the home and within yourself. So, we’re calling this year’s transition ‘Back to (home) life’. Because this year, people on Pinterest are making the transition back to life with an extra emphasis on turning inwards, both physically and mentally, in order to focus on the areas where they have the most control.”
This is why on 15 September, 2020, Pinterest released a new set of key trends and insights that they were able to gain from their audience. The key theme going into the last few months of the year? Positivity.
As can be seen from the graph, the search for “positive” content has been on the rise over the past few months. Now, more than ever, people are looking for positive content. As per Pinterest:
“Pinners continue to reflect on personal growth, improvements and mental wellness, with significant spikes in ‘positivity’ in particular (+64%*). Life goals and travel plans have been replaced with personal projects – whether it’s home improvement or self-improvement.”
Men, Gen Zers, and millennials are three particular audiences that are using Pinterest more this year, and as such, Pinterest has been observing their behaviors throughout the platform. These are what the three audiences are looking for:
For men, they have been looking for more DIY and home-improvement projects. There are around 50% more men on Pinterest now compared to last year, and many of them are looking for projects to help them upgrade their homes. Things they can do to improve their mental and physical health like “art therapy activities”, “workout routine for men”, and “mental strength quotes” have taken the top spots in terms of searches.
Gen Zers, on the other hand, are looking for ways to keep positive and stay healthy. Search queries like “mental health-check in” have skyrocketed, and search queries for ways to turn their spaces into safe havens have increased. They have searched for points of inspiration for transforming their bedrooms, while looking for ways to get creative and try out new activities.
Millennials, especially millennial parents, have been looking for ways to keep their families happy and healthy as they navigate the new normal. The most searched queries for this demographic involve finding a way to set a routine for their children, inspiration for turning parts of their homes into places of play, and tips and techniques for parenting their children better.
These new trends have, indeed, proven that a lot of users online are looking for ways to protect and enhance their personal spaces and personal well-being.
Implications for Marketers:
These key trends could give marketers new ideas on how to effectively market brands over the remaining months of 2020. People are looking for positive content now more than ever, and that should be taken into consideration when content is created.