Pinterest Predicts is Pinterest’s annual look at the biggest trends that will shape the year ahead — from beauty and fashion ideas like ‘tooth gems’, ‘goth-aissance’ and ‘octopus hair cuts’, to home trends including animal-first architecture and emotional escape rooms, as well as wellbeing inspiration such as menstrual cycle mindfulness and it even looks like afternoon tea, might just be the new bottomless brunch!
Pinterest Predicts provides a unique insight to cutting edge trends, which serve as a valuable peek for advertisers into what consumers will be buying in the year ahead. As 80% of last year’s trends proved accurate and more than 400 million people use the platform every month to discover new ideas and plan ahead, these new trends are sure to ring true in 2022.
While brands continue to navigate a marketplace in flux, Pinterest trends hold strong, helping brands to reach their target audiences who come to Pinterest early in the shopping journey with unique and unparalleled commercial intent. In fact, shoppers on Pinterest have 85% bigger baskets vs. shoppers on other platforms.*
With a firm understanding of sought-after demographics, such as Gen Z, Pinterest Predicts is providing advertisers with the insights they need to be successful in 2022. You can find the full list of 2022 trends attached and below we have included a selection of the key trends for 2022 and tips for brands to bring them to life:
Oh my Goth—It’s not a phase. It’s a whole deal
Welcome to the goth-aissance. Goth will make its way into the mainstream this year across all age groups—just not in the ways you might expect. Goth business casual, goth baby clothes and even goth kitchen decor are all rising trends.
Increase in searches year on year for:
- Goth business casual +90%
- Goth cowboy +70%
- Goth baby clothes +120%
- Goth kitchen decor +85%
- Goth pajamas +185%
Tip for fashion brands
Consider gothic elements in your brand imagery. But it doesn’t have to be all or nothing—a goth statement accessory in a high-fashion editorial or a pair of gothic pajamas in a holiday shoot can be just as impactful as a full-on gothaissance.
Be jewelled – Beyond the basic earring
Bring the bling… to everything. Gen Z is driving a trend toward accessories that go way beyond the basic earring, cuff or layered necklace. They’re getting creative and accessorizing the whole body, from tooth gems to crystal eye embellishments.
Increase in searches year over year for:
- Tooth gem +85%
- Ear curation +3x
- Dermal piercing unique +145%
- Pedicure with rhinestones +150%
- Crystal eye makeup +110%
Tip for beauty brands
Help beauty trend seekers uplevel their signature cat eye with crystal embellishments. Create tutorials to teach them how to nail the perfect gem placement—from the outer corners of the eye to the brow bone.
Rebel Cuts
The pandemic break-up hair is real, people: Soft layers and timid trims, be gone. In 2022, hard-to-miss hair—from mullets to octopus hair to bob cut wigs—will be the most-requested styles by Gen Z.
Increase in searches year on year for:
- Bob cut wigs +3x
- Octopus haircut +2x
- Shaved head dye designs +12x
- Short hair mohawk +2x
- Mullet hairstyles +190%
Tip for home brands
Hello, at-home styling stations. Inspire people to create a salon-like oasis in their homes where they can style their bold look.
Cuppa time
Afternoon tea is the new happy hour: In 2022, people will choose darjeeling with a friend over drinks after work. Afternoon tea is more than a meal—it’s a moment, an aesthetic, a pose. Searches for ‘tea party aesthetic’ and ‘drinking tea pose’ are climbing across all age groups. Pinkies up – you’re royal-tea now.
Increase in searches year on year for:
- High tea food ideas +4x
- Vintage tea party +70%
- Tea party aesthetic +2x
- Butterfly pea tea +70%
- Drinking tea pose +2x
Tip for food and drink brands
Food brands can offer up ideas for tea sandwich recipes and tea tasting menus. And retail brands can showcase modern kettles or traditional tea towels for an elegant cuppa time aesthetic.
Mindful menstruation
Ready, set, sync: If no body is the same, no cycle is either – period. In 2022, people will educate themselves on their menstrual health, from cycle phases and period care. Millennials are driving the searches behind this movement.
Increase in searches year on year for:
- Follicular phase +70%
- Luteal phase +40%
- Period care +3x
- Menstrual cycle chart +95%
- Period starter kit +85%
Tip for wellbeing brands
Help people tune into their bodies with mood and menstrual-tracking apps. Educate them on the different cycle phases to help people optimize their lifestyle around their flow.
Emotional escape rooms
Safe spaces for feels: Emotions, so hot right now. If you need a place to go to feel all the feels, there’s a room for that. People will plan their great (indoor) escapes and designate rooms in their homes to decompress, vibe and rage. All age groups are driving searches for music-themed rooms, crystal rooms and even rage rooms (!).
Increase in searches year on year for:
- Rage room +150%
- Music themed rooms +2x
- Crystal room +8x
- Tiny library room +12x
- Home massage room +190%
Tip for tech brands
Lighting and sound are essential to creating any mood. From light bulbs to speakers, create tech packages to help people make their home feel like a full-on retreat.
Barkitecture
Unleash your home design: Pampering your pets isn’t enough anymore. Try animal-first…architecture. In 2022, people will redesign their homes with Fido and Felix at the forefront, from luxury dog rooms to “catified” homes. Millennial, Gen X and Boomer pet parents are driving this trend.
Increase in searches year on year for:
- Catify your home +4x
- Cat house design +4x
- Luxury cat room +3x
- Luxury dog room +115%
- Dog beds made from furniture +2x
Tip for pet care brands
Target pet lovers and help them design everything from custom dog-washing stations to glam cat corners in their homes. Because Lulu deserves a little luxury too.
The last resort
All in for all-inclusive travel: Sitting back is the new adventure map. In 2022, people want to get away—to beautiful escapes where they won’t have to lift a finger. Millennials, Gen X and Boomers are turning to resorts and all-inclusive packages for easy getaways. Another daiquiri, please.
Increase in searches year on year for:
- Best all inclusive resorts +2x
- Resort vacation outfits +60%
- All inclusive wedding packages +80%
- Resort aesthetic +2x
- US Virgin Islands all inclusive +70%
Tip for travel brands
Feature all-inclusive resorts around the globe. Or showcase ways people can get an all-inclusive-like experience at your resort or destination.
“Our annual Pinterest Predicts is a look into the future, a ‘not-yet-trending’ report based on emerging searches on Pinterest. For marketers, it’s a chance to tap into the top themes and ideas that Pinterest users are starting to look for, and that will become the next-big-thing tomorrow. It’s the essential guidebook for brands mapping out their content for 2022, to effectively target their audiences.”
– Visha Naul, Director of Business Marketing EMEA, Pinterest
