Understanding the New Generations’ Interests
The interests of younger generations focus on social issues, reflected in what they see online and their consumption habits. These individuals also value being in a positive digital environment, often referred to as “positive internet.”
According to a study by Pinterest and Morning Consult, when people are in positive spaces, 52% have more trust in brands, and 47% end up purchasing products from those brands.
The Rapidly Changing Consumption Habits
Efraín Mendicuti, Director of Business at Pinterest for Mexico and Hispanic markets in Latin America, emphasized that consumer behavior changes rapidly. Younger consumers seek relaxing and inspiring environments, moving away from fleeting social media content.
Mendicuti highlighted the importance of building a more positive internet as a legacy for future generations. He also pointed out that while content on social media is abundant, businesses must develop strategies to increase user retention.
Pinterest as an Untapped Resource for Brands
Unlike other social media platforms, Pinterest users save content that remains relevant for extended periods, using it to plan vacations or upcoming holidays. This platform offers brands an opportunity through user interactions like saved pins and outbound clicks.
The Power of Positive Brand Communication
A Pinterest study found that brands communicating and visible in positive spaces can generate up to 94% purchase intent among consumers. Moreover, brands that adopted similar elements and budgets for positive platforms saw a 24% increase in sales.
To connect with consumers through inspiring content, brands must look beyond promotion and understand user interests. With 42% of Pinterest’s global user base belonging to Generation Z, brands can effectively target this audience through the platform.
Tips for Brands to Stand Out
When it comes to concerts, weddings, or room redesigns, Generation Z, also known as centennials, turn to Pinterest for ideas. Brands should be prepared with visually appealing and high-quality content, vertical images and videos, and a cohesive visual identity aligned with their brand’s colors.
Moreover, categorize product or service boards that reflect audience interests and stay updated on trends. Prioritize fostering a sense of belonging and inclusivity, as positivity is crucial for businesses.
Key Questions and Answers
- What are the interests of younger generations? Their interests focus on social issues, which are reflected in their online activities and consumption habits. They also value being in a positive digital environment.
- How do rapidly changing consumption habits affect brands? Brands must adapt to these changes by understanding younger consumers’ desire for relaxing and inspiring environments, moving away from fleeting social media content.
- Why should brands consider Pinterest? Pinterest offers unique opportunities for brands, such as users saving content for extended periods and user interactions like saved pins and outbound clicks.
- How can brands effectively communicate in a positive manner? Brands should prioritize fostering a sense of belonging and inclusivity while maintaining a cohesive visual identity. They should also stay updated on trends and consumer interests.
