If you think Pinterest is just a place for wedding mood boards and DIY crafts, it’s time for an update.
Pinterest has quietly evolved into one of the most accurate trend prediction platforms on the internet, with 80% of its trend forecasts coming true over the past four years. Unlike platforms that chase attention, Pinterest captures intent. People come here to plan their lives, not just scroll.
This matters for marketers, especially email marketers. Why? Because when you know what people are searching for before it hits peak popularity, you can build smarter campaigns. You can design visuals and write copy that aligns with real interests, not guesses. With over 570 million monthly active users and 85% of weekly users making purchases based on Pins, Pinterest isn’t just a signal of what’s trendy — it’s a real driver of purchase behavior.
Pinterest’s demographic insights
If you’re planning to use Pinterest trends to shape your email campaigns, it’s important to know exactly who’s behind those clicks and saves. Fortunately, Pinterest makes that clear, and the numbers are more impressive than you might expect.
The big picture: Who’s on Pinterest
As of 2025, Pinterest has 570 million monthly active users worldwide. That’s a massive and growing audience, and they’re not just browsing passively — they’re searching, planning, and buying.
What makes Pinterest unique is its demographic reach. About 70% of users are women, but usage among men and non-binary users is growing steadily. Gen Z now represents 42% of Pinterest’s global audience, and they’re the fastest-growing group on the platform. They’re not just scrolling — they’re actively saving content and discovering new brands. And Millennials? They’ve shown a 25% increase in saves for Pinterest Predicts trends in the past year alone.
Income and intent: A high-value audience
Pinterest users don’t just like to dream — they spend. In the U.S., 1 in 3 Pinterest shoppers earn over $100,000 a year, and 40% of households earning $150,000+ are active users. This makes Pinterest one of the most valuable platforms for targeting premium and upscale audiences.
More importantly, they’re open to discovery. 96% of Pinterest’s top searches are unbranded, indicating that users are actively seeking new ideas and products, rather than just well-known labels. This approach pays off: 85% of weekly Pinners report having made a purchase based on something they saw on Pinterest.
What this means for your email strategy
- segment smarter: With clear generational divides and income tiers, you can target Pinterest-inspired content to high-intent users;
- design with discovery in mind: Pinterest users love fresh ideas. Incorporate this into your subject lines, visuals, and calls to action;
- don’t just promote — inspire: Emails that reflect Pinterest’s aesthetic and planning mindset (e.g., seasonal themes, collections, bundles) are more likely to resonate.
Pinterest users aren’t just passive consumers — they’re intentional planners with a high purchase intent. Understanding who they are helps you craft emails that engage the right audience at the right time.
Decoding Pinterest’s predictive power
One of Pinterest’s biggest advantages — and a key reason it’s such a valuable tool for marketers — is its ability to spot trends before they go mainstream. This isn’t just a bold claim; Pinterest’s internal data shows that 80% of the trends it predicted over the past four years actually came true. This makes it one of the most reliable early trend indicators available.
(Source: Pinterest Predicts)
Why Pinterest sees trends before everyone else
Pinterest isn’t driven by likes or viral content; it’s a planning platform. People use it to save ideas for what they want to try or buy, often weeks or even months in advance. This creates a unique type of data, not based on what’s popular today but on what people are actively preparing for next.
Additionally, since most of Pinterest’s top searches are unbranded (96%, to be exact), the platform provides a clearer picture of what users are genuinely interested in, without being skewed by major brand campaigns.
Case in point: iRobot and “Barkitecture”
A perfect example of how brands can leverage Pinterest’s trend predictions to drive real results is iRobot’s Barkitecture campaign. In 2022, Pinterest identified “Barkitecture” — pet-friendly interior design — as a growing trend. iRobot capitalized on this by tailoring its creative and messaging to align with the trend. They even used Pinterest’s Trend Badge, which tags campaigns that correspond with predicted trends.
(Source: Pinterest: Success stories)
The results? A 2.4x higher clickthrough rate than average.
That’s a clear signal: when you align your message with what people care about, performance improves.
For email marketers: This is a blueprint
Here’s how to leverage Pinterest’s predictive power in your email workflow:
- use Pinterest Predicts as a calendar planner: Build your campaigns around what Pinterest forecasts will trend in the coming seasons;
- test and align your messaging: Whether promoting new products or seasonal offers, ensure your visuals and tone resonate with upcoming trend aesthetics (like Rococo Revival or Tropical Escapism);
- make discovery easy: In your emails, highlight products or ideas that recipients didn’t know they needed. Remember — Pinterest users are in “inspiration mode,” and your email can enhance that experience.
Pinterest reveals where interest is headed — your emails are the vehicle to engage that interest with perfect timing.
Key consumer trends shaping 2024-2025
Pinterest isn’t just good at spotting trends — it’s brilliant at showing how people’s tastes evolve across various aspects of their lives. From dining to fashion and home decor, Pinterest trends provide you a roadmap for creating emails that are current, timely, and relevant.
Let’s explore some of the top trends predicted for 2024-2025 by industry and occasion, along with their implications for email marketing opportunities.
Culinary innovations
Melty Mashups
Pinterest has seen a huge spike in searches for comfort food hybrids — think burger quesadillas, carbonara ramen, and pizza pot pie. People crave playful, indulgent meals with a nostalgic twist.
(Source: Pinterest Predicts)
Email angle:
- industry: Food delivery, cookware, grocery brands;
- occasions: Weekend meal kits, seasonal promotions (e.g., “Winter Warmers”), food & family holidays;
- use fun, mouth-watering visuals. Include click-to-save recipes or curated “mashup menus” to inspire action.
Tropical flavors
Tropical vibes are trending across generations, with searches for pineapple mocktails, coconut desserts, and Hawaiian sheet pan chicken climbing fast.
Email angle:
- industry: Beverage brands, DTC food startups, hospitality;
- occasions: Summer campaigns, spring break, cocktail hour themes;
- create light, beachy designs with vibrant colors. These are ideal for product launches or email series that drive warm-weather sales.
Fashion and aesthetics
Rococo revival
Ornate, 18th-century-inspired fashion and decor are making a comeback — think puff sleeves, corset gowns, pearls, pastels, and florals.
(Source: Pinterest Predicts)
Email angle:
- industry: Fashion retail, luxury brands, wedding/evening wear, event planning;
- occasions: Bridal season, Valentine’s campaigns, high-fashion collection drops;
- highlight lookbooks and new arrivals in elegant, styled layouts. Add “shop the look” CTAs and incorporate Rococo-inspired seasonal themes into full email flows.
Layered prints and puff details
This fall, fashion on Pinterest has taken an expressive turn. Searches for leopard print jeans (+2,990%), balloon skirts (+1,765%), and skirt-over-jeans combos (+695%) reflect a shift toward boldness.
Email angle:
- industry: Apparel and accessories, teen/Gen Z fashion;
- occasions: Fall and back-to-school campaigns, “shop the trend” series;
- play with patterns in your visuals. Use email to guide customers on how to layer or mix bold styles — consider offering a downloadable style guide.
Beauty trends
Dewy makeup and bold hair colors
Soft-baddie makeup, Igari (flushed cheeks), and vibrant hair tones like cherry blonde (+6,300%) or fox red (+1,530%) are exploding on Pinterest.
Email angle:
- industry: Cosmetics, beauty boxes, haircare;
- occasions: New product drops, seasonal looks, self-care campaigns;
- focus on user-generated content, tutorials, or short-form email videos that showcase transformations. Segment by hair type or skin tone for personalization.
Home decor and lifestyle
Cozy and serene spaces
Pinterest users are seeking peace at home — cozy sunrooms (+930%), air-purifying plants (+850%), candle bouquets (+720%), and soft sage/blue palettes are all trending.
Email angle:
- industry: Home decor, furniture, wellness brands;
- occasions: Fall refresh, winter coziness, post-holiday resets;
- use mood board-style emails with curated home inspiration. Offer “shop the look” blocks or bundle promotions for calming product sets.
Japanese-inspired tranquility
Searches for Japanese living room designs (+135%), Zen bathrooms (+200%), and futon-style bedrooms (+245%) reflect a growing interest in minimalism and mindfulness.
Email angle:
- industry: Interior brands, sleep products, SPA/wellness;
- occasions: Spring resets, mindfulness campaigns, “declutter your space” series;
- pair clean, serene designs with focused product recommendations. This trend is ideal for promoting bundles, subscription items, or slow-living content themes.
How to use these trends in your campaigns
- stay seasonal: These trends are naturally tied to specific moments in the year. Use Pinterest Predicts as your editorial calendar;
- build trend-themed series: Create multi-part campaigns that dive deeper into each aesthetic — one per email;
- make it personal: Use demographic data (age, gender, interests) to tailor trend emails to the right recipients, especially when trends favor Gen Z over Boomers.
Trends are out there. Pinterest shows you what’s coming. Your job is to transform that insight into email content that inspires, engages, and converts.
Integrating Pinterest trends into email marketing
Spotting trends is one thing. Turning them into high-performing email content is where the true value lies. Pinterest doesn’t just tell you what’s trending — it gives you a chance to align with your audience’s desires. Here’s how to plug Pinterest-driven insights directly into your email strategy.
Use Pinterest Predicts as a content calendar
Pinterest Predicts isn’t just a forecast — it’s a comprehensive campaign planner for the year. With most trends lasting longer on Pinterest than on other platforms, you have a much broader window to create seasonal email themes around them.
How to apply it:
- build a monthly or quarterly campaign calendar using predicted trends (e.g., “Rococo Revival” for spring elegance, “Melty Mashups” for cozy winter content);
- use Pinterest’s Trends tool to localize ideas for regional or language-specific campaigns.
Match your visuals to trending aesthetics
As a visual-first platform, Pinterest’s principles also apply to email design. If people are searching for dewy makeup, cherry hair color, or cozy sunrooms, ensure your visuals reflect these trends.
How to apply it:
- use authentic photography and mood board-style layouts inspired by current Pinterest aesthetics;
- add trend-driven design elements to existing templates — color palettes, backgrounds, styling tweaks;
- consider dynamic content blocks that adapt to different subscriber segments (Gen Z vs. Boomers, beauty vs. home interests).
Segment your audience using trend themes
Pinterest trends often tie closely to specific age groups, behaviors, or purchase intentions. With Pinterest’s audience comprising 42% Gen Z and 70% women, reflect this in your segmentation strategy.
How to apply it:
- send trend-focused content to subscribers who previously engaged with similar products;
- build lifestyle-driven journeys (e.g., “Minimalist home” vs. “Maximalist decor”) based on Pinterest personas.
Nail your campaign timing
Pinterest trends emerge early, allowing you to be among the first to reach inboxes with the right offer or inspiration, well before competitors catch on.
How to apply it:
- plan trend-based campaigns 1-2 months ahead of seasonal peaks;
- use automation triggers based on Pinterest trend categories (e.g., a subscriber browses haircare → next email includes “Cherry blonde” inspiration).
Turn trends into actionable flows
Trends aren’t just for one-off newsletters — they’re also great for lifecycle campaigns.
How to apply it:
- welcome flow: Include a trend spotlight to showcase what’s currently popular;
- abandoned cart: If a saved product matches a trending category, incorporate that insight into your follow-up;
- post-purchase: Recommend complementary products based on Pinterest lifestyle categories.
Pinterest helps you understand what people want. Your email program can transform that insight into action, delivering content that feels fresh, personal, and perfectly timed.
Wrapping up
Pinterest isn’t just a social platform; it’s a trend engine and one of the most underused tools in email marketing. With over 570 million monthly active users, high purchase intent, and a proven 80% success rate in trend prediction, it provides a head start on people’s desires before the rest of the market catches on.
From bold fashion revivals to cozy home aesthetics, tropical food cravings to dewy beauty trends — these aren’t just ideas for the feed. They’re blueprints for better emails. Emails that speak your customers’ language, reflect their interests, and inspire them to take action.
The takeaway is simple: if your brand is using email as a channel, Pinterest should be part of your planning stack. Leverage its trends to inform your content calendar, mirror its visuals, and align your campaigns with what’s currently inspiring your audience.
Stay ahead by turning Pinterest trends into email campaigns
