Pinterest 100: Trends to Watch in 2020

Pinterest took the wraps off the 2020 version of its annual Pinterest 100 list of emerging trends to watch in the coming year. The company said in a blog post, “Our data tells us that more than ever, people are thinking and acting globally and sustainably. They’re staying home to work, entertain or be entertained, and then heading outdoors to be reacquainted with nature, look for adventure and travel responsibly—all while lowering stress and elevating different areas of their lives, from pet care to scrunchies.” Pinterest compared global search volume from August 2017 through July 2018 with those from August 2018 through July 2019, adding, “This year, we organized the trends into 10 themes that show broader cultural shifts and changes in consumer behavior.” Beyond binary [kickout id="1"] Pinterest wrote, “A more accepting view of gender identity is on the rise,” and that sentiment extended to names (searches for gender-neutral names were up 301%), clothing (searches for unisex gender-neutral kids clothes were up 119%), parties (gender-neutral party themes up 35%) and living spaces (kids playroom ideas gender-neutral up 75%, unisex nursery gender-neutral up 527%). School walls may look a little different in 2020, as searches for inclusive education posters were up 91%. Adults were included, as well, with searches for androgynous wedding dress up 51% year-over-year, while tuxedo dress saw a 99% jump and gender-neutral haircut jumped 625%. Conscious consumption [kickout id="2"] Pinners are using fewer, more sustainable products and keeping an eye on waste, and they expect businesses to do the same. They are expressing themselves with posters, as searches for climate change protest signs soared 5,961% year-over-year. Searches for low-waste lifestyle were up 446%, while eco-friendly swaps saw a 172% jump, thrifted home décor climbed 308%, ocean trash art was up 39% and secondhand fashion rose 38%. Pinners also said “I do” to thrifted wedding dresses (up 41%) and low-waste wedding (235%). And they were a crafty bunch, propelling searches for solar light crafts up 427% and for thrift store crafts up a whopping 2,276%. Finding balance [kickout id="3"] Wellness is going everyday on Pinterest, and positive vibes are flowing. Searches for self-discovery journal prompts were up 147% year-over-year, while social media detox saw a 314% boost, embrace being single was up 49%, art therapy activities moved up 444%, mood booster playlist rose 85% and feng shui décor saw a 137% increase. Pinners’ quest for wellness also extended to their mouths, as chicory root benefits saw a 91% jump in search volume, while sea moss climbed 380%, ylang ylang oil was up 91% and cucumber juice rose 99%. Home hub [kickout id="4"] Pinterest wrote, “Sure, home is where the heart is. But now it’s also where your office is … and your gym … and maybe even your waterfall.” Searches for garden room were up 104% during the period examined by Pinterest, while granny pods backyard cottage queries rose 159%, audio room shot up 803%, indoor water fountains splashed up 917% and home theater design climbed 368%. Home is also where the stomach is, as searches for microgreens growing indoor rose 223%, while brewing equipment chugged up 411%, home coffee stations were up 751% and homemade baby foods saw a 379% gain. And for people looking to get a little work done, searches for work-from-home outfit were up 82%. Internationally inspired [kickout id="5"] According to Pinterest, “Today’s travelers are prioritizing meaningful activities like cooking classes and artisan visits over common tourist spots.” That global flavor is extending into their homes, with searches for Spanish-style bathrooms up 309%, Indian living rooms up 2,080%, French antiques up 384%, Australian garden landscaping up 781% and Japanese soaking tubs up 563%. Speaking of flavor, searches for Macedonian food rose 509% year-over-year, while queries for Filipino deserts rose 76%, Arabic sweets rose 407%, West African food rose 311% and Kerala food breakfast was up 78%. Pampered pets [kickout id="6"] Spoiled? Well, yes. Pinterest wrote, “Pet pampering is reaching all-time highs. We’re talking farm-to-table dog food, pet playgrounds and even feline fashion.” At home, searches for dog patio ideas apartment rose 131% year-over-year, while queries for cat playground outdoor climbed 512%, dog toilet area garden wafted up 214% and goat playground ideas pallet playhouse saw a 150% jump. Queries for pet fashion rose 199%, while blind dog halo DIY saw a 97% increase. Outside of the home, searches for pet resort were up 260% year-over-year. Pinners looked to celebrate (dog-safe cake recipe was up 167%, while cat birthday party ideas rose 156%) and to mourn (queries for pet memorials rose 261%). Responsible travel [kickout id="7"] According to Pinterest, “Like many industries, tourism is reaching an eco-conscious crossroad as people look to lessen their impact when exploring new places.” Searches for train travel chugged up 107% year-over-year, while zero-waste travel essentials were up 48% and reduced carbon footprint tips edged up 86%. Pinners were friendly to eco-friendly, as queries for eco city concept were up 47%, while eco-friendly travel rose 73% and ecotourism architecture saw a 31% increase. Searches for agritourism ideas went up 57%, while queries for abroad education gained 32%. Some Pinners didn’t travel far at all, as searches for weekend staycation were up 38%. No matter where they went, Pinners wanted to talk about it, as travel stories saw a 125% year-over-year uptick. Re-wilding [kickout id="8"] “Nature is the perfect antidote to digital fatigue, artificial lighting and sitting culture,” according to Pinterest. Queries for lake fishing trips splashed up 274%, while rockhounding rose 185%, nature travel was up 253%, bushcraft camping soared 1,069% and aurora borealis northern lights sparked up by 90%. Pinners need something to wear for those activities, so searches for hiking fashion rose 194%. Closer to home, searches for rabbit hutches hopped up 191%, while outdoor kitchen bars skyrocketed 2,795%, outdoor play areas rose 550% and bring outdoors inside was up 108%. Space everything [kickout id="9"] The final frontier, indeed. Pinterest wrote, “Half a century after the first moon walk, space tourism is finally feeling real. As companies prepare for potential 2020 launch dates, people are getting lost in their outer space daydreams.” Pinners were looking to celebrate space, as searches for astrology party theme rose 247% year-over-year, while two the moon birthday party was up 589% and galaxy-themed birthday party saw a 341% gain. Space and crafts became one, with pipe cleaner constellations seeing a 102% search jump, while STEM space activities for kids rose 125% and easy galaxy painting was up 157%. Space found its way into fashion, too: Queries for NASA hoodie were up 106%, while piercing ear constellation rose 112%, geometric space tattoos were up 267% and planet makeup saw a 217% gain. 90s rerun [kickout id="10"] The 1990s are back, as Pinterest wrote, “We’re seeing 90s references all over, from high-fashion runways to retro devices.” On the entertainment side, searches for 90s cartoons were up 227%, while 90s music artists saw a 165% gain. The 90s were back in fashion, with year-over-year search gains for 90s outfit party hip-hop (322%), 90s fashion grunge (292%), lip liner and gloss (144%), hair clips 90s (930%), Y2K outfits (669%), 90s braids hairstyles (329%), streetwear 90s (277%) and hair scrunchie (6,309%).

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Pinterest 100: Trends to Watch in 2020

Global search volume was analyzed to predict cultural shifts

David Cohen

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