Pinterest predicts business trends for 2021
Pinterest has released which trends it thinks will shape business in 2021.
The announcement:
Every year, Pinterest’s insight team analyses emerging searches to predict the top trends that marketers should watch for the year to come. This annual report gives them a valuable peek into what their consumers are thinking to do or buy in 2021. In last year’s report, 80% of the trends Pinterest predicted for 2020 held strong. These insights are a strategic way for brands to tap into the top themes and ideas that Pinterest users are starting to look for, that are not-yet-trending and that will become the next-big-thing tomorrow.
Brands around the world such as Big W are using Pinterest insights to shape their content and their campaigns to reach consumers looking to turn inspiration into action. A good gauge of the growing interest in Pinterest’s predictive insights is the growth of Pinterest’s Trend Badge value add, which grew by about 85% year over year. For example, in Australia, Big W created a Trend Badge campaign based on trending search terms on Pinterest to spotlight matching products from their spring collection. Trends such as home “workout programs” (up 365%) were used by Big W to shape their seasonal campaign and ensure the relevancy by inspiring consumers at the right moment during the season.
You can find the full list of 2021 trends is available on Pinterest Business with filters to search for trends by industry and by demographic, and below we have identified 5 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)
People relied much more on home cooking this year and they often had to choose efficiency over creativity. In 2021, the amateurs cooks will rise and be more confident to explore their new found passion.
Gourmet food plating +105%: 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. In fact, tech and internet brands can promote their tablets or services for easy-to-access recipes, home retail or tech appliance brands can upload their product inventory of gadgets and pro-utensils on Pinterest, and food and beverage brands can inspire consumers with Michelin-worthy recipes by creating Recipe Pins.
Fashion: Althflow (popular with the Gen Z audience)
How to master the stay-at-home fashion was in the mind of many Pinterest users over the past months, and people turned to flowy pants, casual jumpsuits and oversized outfits to replace athletic clothes as the new go-to loungewear.
Oversized outfit 3x: 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 althlow vibe to their next photoshoot to make furniture and home accessories look even more comfortable. Laundry detergent or appliance brands can show consumers how to keep soft fabrics soft.
Beauty: Minimalist beauty (popular with the Gen Z audience)
People are giving up the complicated full make-up look to focus on a more simple and sustainable skin beauty routine.
Natural everyday makeup +180%: Pinterest users’ are looking to streamline their beauty regimens and discover clean products with natural ingredients. Beauty brands have the opportunity to guide them through this process by offering useful tips and by putting forward their ingredients list. They can 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 work from home led people to reinvent their home space and in 2021, they will find new ways to create more personal space such as turning a closet into an office.
cloffice ideas 2x: Retail brands can offer product solutions to enhance hybrid rooms in the house, like home office furniture or trending paint colors. In order to help people imagine easily 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 can help consumers keep their insurance up-to-date to help cover new home additions. Tech/telco brands can promote products that power their home office, home gym, gaming rooms, or home connectivity (or WiFi).
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.
Car date night +2x: 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 sanitizer. Food or beverage brands can promote on-the-go drinks and snacks. Wellness brands can share instant zen options, like car diffusers. And auto insurance can emphasize the importance of insuring that fancy new car cave with car insurance while financial services brands can share budgeting tips to help consumers save to acquire a new vehicle.
Source: Weber Shandwick media release
