Pinterest Predicts 2025: Trends, insights, and how brands can take action
By Jay Parker, Influencer Manager @ SocialChain
And with that the 2024 season comes to an end… and Pinterest Predicts 2025 is here! With 80% of previous predictions hitting the mark, Pinterest’s annual report isn’t just another trend forecast, it’s a strategic playbook for brands and consumers who are ready to think ahead, adapt and embrace newness.
Pinterest offers a window into the aesthetics, habits, and cultural shifts that will shape the coming year! Louise Richardson, marketing director for Europe at Pinterest, returned to the SocialMinds podcast once again to tell us how Predicts is shaping the future for brands, consumers and creatives.
What makes Pinterest Predicts stand out?
Unlike many trend forecasts, Pinterest’s unique ability to blend data from billions of searches with human insights and user behaviour ensures its predictions are not only accurate but actionable. “Pinterest Predicts comes from our search data, but actually that’s only telling half the story – it’s richer because of the people involved in it,” says Louise.
Instead of fleeting fads, Pinterest’s trends are built based on long-term search data, giving brands the confidence to invest without fear of missing the boat. Often, brands feel pressured to chase short-lived trends to stay relevant. Predicts helps them focus on lasting, meaningful shifts that align with their goals and audience.
Brands are forced into investing in fads a lot of the time. Pinterest gives them the confidence to lean into trends that genuinely will happen.”
Louise Richardson, Marketing Director (Europe), Pinterest
And for the first time, trends are merging across categories. We’re seeing trends that span multiple domains such as fashion, home, and food – highlighting the interconnectedness of today’s consumer interests. And whatever you might think about the typical Pinterest user demographic, 65% of Pinterest Predicts trends for 2025 are driven by Gen Z Pinners. Expect that number to only grow with time as the younger generation continues to influence and define cultural norms.
How can brands leverage these trends?
In a saturated marketplace, the challenge for brands is standing out while staying authentic. Brands can use trends to guide product development and marketing campaigns and Pinterest Predicts offers actionable insights to:
- Get one step ahead: Because Pinterest Predicts is a not-yet-trending report, you can anticipate and prepare for emerging themes, keep your finger on the pulse and stay top of mind with consumers.
- Utilise cross-category trends: Think outside the box and look beyond your immediate category. Urban Outfitters is embodying the Dolled Up trend in both fashion and homeware, and even built a Dolled Up pop-up in select US stores.
- Aesthetic alignment: Campaigns and product lines can be designed to align with the aesthetics and narratives that consumers care about. For example, homeware brand Poodle and Blonde partnered with Pinterest to capitalise on the Chaos Cakes aesthetic for a limited-edition wallpaper.
“Trends shouldn’t feel exclusive. Any brand or consumer can get involved.”
Empowering creators and consumers
Creators and consumers play a pivotal role in making trends accessible and relatable. By working with relatable influencers and everyday users, Pinterest keeps trends authentic and encourages more people to join in. As Louise notes, “Trends shouldn’t feel exclusive; any brand or consumer can get involved.”
“Trends are about finding yourself in the moment. We’ve worked with creators who are trying on these trends in their own authentic way.”
2025’s trends reflect a yearning for connection and unapologetic, bold self-expression. Creators and influencers that tap into these emotions will resonate deeply with their audiences. Whether it’s celebrating the playful chaos of Primary Play or the allure of Sea Witchery, now is the time to create content that leaves a lasting impression and helps you to stand out.
“Trends are about empowering people to take part and make them their own.”
Eve Young, Senior Creative, SocialChain
Pinterest Predicts predictions
Among the predicted trends, Fisherman Aesthetic (video link) and Sea Witchery are anticipated to make the biggest splash. Their adaptability across seasons and categories ensures they’ll capture attention in 2025 and beyond.
It’s important for brands not to take these trends at face value, but to track the seasonality and evolution of trends throughout the year. Take Fisherman Aesthetic, for example. Naturally, consumers’ interpretation of this trend will be worlds apart in summer compared with winter – who’d want to wear a cable knit jumper in 30+ degrees?
“The bow trend was starting to bubble up at the end of 2023 and then really, really built up in 2024, so I’m interested to see how these trends evolve seasonally in 2025.”
Pinterest Predicts 2025 isn’t just a report, it’s an opportunity. Whether you’re a brand, a creator, an influencer or a consumer, it offers a treasure trove of inspiration. It’s a chance to be innovative, explore new ideas and inspire your audiences. Dive into the full report to uncover your favourite trends and join the cultural conversation shaping 2025.
Explore Pinterest Predicts 2025 here.
Spotlight on 2025: Pinterest’s trends to watch
There really is something for everyone. From fashion to food, here are a few standout themes to watch out for:
- Pickle Fix: Pickles are having their moment (and rightly so!) becoming icons of quirkiness in both food and design. Whether it’s gifting, branding, or new product ideas, this trend encourages the unexpected.
- Primary Play: A nostalgic return to bold, primary colors in design, fashion and home, evoking a playful and childlike aesthetic.
- Terra Futura: A sci-fi-inspired take on sustainability, Terra Futura reimagines eco-friendly living through a high-fashion lens, showcasing that going green doesn’t mean compromising on style.
- Fisherman Aesthetic: Think cable-knit jumpers, sardine tattoos and maritime motifs. And it’s not just about clothing – this aesthetic is influencing branding, home decor, and even gifting ideas.
- Nesting Parties: This trend signals a shift from traditional baby showers to practical gatherings focused on preparing parents for postpartum life with an emphasis on support.
- Seeing Double: Coordinated, matching outfits and designs that embrace twinning aesthetics. Copying is out, matching is in!
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