Pinterest Research Uncovers 5 Personas Spurred by the Pandemic

Pinterest has shared insights on personas it discovers on its platform in the past, and chief marketing officer Andréa Mallard shed light on five news ones that emerged as a result of the pandemic. Mallard wrote in a blog post last week, “This past year swept away our old routines. As the world starts to reopen, we’re at another crossroads. Our lives will change again—and it’s natural that marketers are trying to meet the next moment.” She added, “But here’s what our latest research says: if your marketing message focuses only on the changes in front of us, you’re missing an important part of the picture. For many, a journey onward starts with preserving their journey inward. It’s not just about the change ahead. It’s about sticking with the positive changes—to their routines, their values, their priorities—that they already made during the pandemic.” Pinterest ran exclusive research to see how people are feeling during this time of transition, finding that they are both thrilled and anxious about revisiting pre-pandemic activities, and that they are proud of some of the new habits they picked up during Covid-19. The company identified five new personas as a result of that research: The Routine Ritualist Routines were a stabilizing force for this group during this past year. Their rituals helped them feel healthier and more grounded, both physically and mentally. Pinterest saw searches for “workout routine at home” soar by 34 times thus far in 2021 compared with 2019, while “soul food Sunday dinner” was up 22 times and “daily routine schedule for adults” up six times. Mallard’s takeaway for marketers was: “Help people incorporate their new positive rituals into busier and more public routines. For example, you could share tips for meditating in your car before walking into the office or simple exercises you can do in the lunch line. When it comes to new products, think about ways to help people make things smoother or faster, like speedy meal prep tools or foldable exercise equipment.” The Prioritized Parent Pinterest said one of the most moving themes from its research was how deeply people reconnected with their immediate family members this past year. Members of this group are keeping these relationships top of mind, looking for ways to keep their bonds strong—especially when the pace of life picks back up and kids head back to school in-person. Searches for “cute mother-daughter tattoos” were up 93 times on the platform in 2021 to date versus 2019, while “family dinner meals” spiked by 34 times and “movie night at home with kids” by six times. Mallard’s takeaway for marketers was: “Help parents work more bonding and fun into their everyday schedules of carpools, drop offs and social events. You could create play packs with little games to play while running errands, sell recipe kits to make mealtimes easier or come up with pre-assembled packages for the perfect movie night.” The New Nomad Many people on Pinterest reconnected with the great outdoors during this past year. Some upgraded their home garden, while others got into camping and road tripping for the first time. Pinterest searches for “small backyard ponds” so far in 2021 are up 39 times from 2019 levels, while “dream vacation destinations” queries were up 34 times and “road trip bag” saw a gain of 12 times. Mallard’s takeaway for marketers was: “Consider how you can position your products as the gateway to outdoor adventures. Auto brands could show how to tow a camper, or how to fit more gear in a smaller car. Meanwhile, home décor brands could help people design the perfect home garden, based on their personal specs and preferences.” The Eco Evangelist All that time at home during this past year gave many people a better understanding of their consumption habits. This group took on new sustainability behaviors during the pandemic, and they’re planning to prioritize sustainability moving forward, too. Searches for “sustainable lifestyle” were up 10 times in the early stages of 2021 versus 2019, while “raw vegan recipes for beginners” searches were up eight times and those for “smart home designs” by two times. Mallard’s takeaway for marketers was: “Consumers can tell when you’re being authentic about your values. Emphasize your own brand’s impact—make sure customers know what you stand for. Small changes matter more than you might think, like making commitments to earth-friendly packaging or giving your teams volunteer time to help local causes.” The Emerging Entrepreneur A year of lockdowns caused people to take a beat and re-evaluate their lives—work included. Members of this group realized that their careers were out of alignment with their values. They took the time inside to plan their pivot, and they used Pinterest to do so. On that note, the platform saw searches for “small business packaging ideas” skyrocket by 98 times in 2021 to date compared with 2019, while “small business plan” saw a leap of 23 times and “entrepreneur motivation” was up by four times. Mallard’s takeaway for marketers was: “Inspire Pinners entering the entrepreneurial realm. Highlight products and budgeting software to help people finance their venture. Give people fashion and beauty tips to dress like a boss and share décor ideas to spruce up their home office.” She wrote, “The people on Pinterest have always inspired me. This past year, they also made me deeply proud. From creating recycled gardens and bolstering their own businesses, to reprioritizing their loved ones and rewriting their personal values, people on our platform grew in profound ways. But they need help sustaining these changes. That’s where you come in. Instead of focusing so much on the change that’s coming on the outside, start supporting the changes they’ve made on the inside.” Mallard concluded, “And as you figure out what’s next for your brand, don’t just go back to your pre-Covid playbook. The world may be reopening, but it’s different than before. We’re different than before. You might need to tweak your messaging or strategy to meet people where they are. You might even want to do your own research to see what your audience wants most from you during this unusual time. That’s how we’ll move forward: together.”