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Social Media Creativity Pinterest

Pinterest predicts seaweed, fungi, and trains among major Gen Z 2023 trends

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By Hannah Bowler, Senior reporter

December 16, 2022 | 4 min read

Analyzing the searches of its 400 million monthly users, Pinterest predicts what trends are going to be big in 2023.

Searches for seaweed snacks up 245%

Searches for seaweed snacks up 245% / Pinterest

Seaweed, fungi, and train journeys are among the trends Gen Z and Millennials are looking to tap into for 2023, according to Pinterest’s annual predicts report.

Every year Pinterest analyzes searches from its 400 million monthly users to generate a list of crazes for the year ahead which marketers can lean into when developing campaigns.

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Visha Kudhail who is director of business marketing EMEA at Pinterest said that with marketing budgets being squeezed it’s critical for brands to design campaigns that are guaranteed to resonate – “guesswork is simply not enough.”

Kudhail positioned the report as a “cheat-sheet for marketers looking to capitalize on what’s set to be big before it happens.” This isn’t for “one-off fads” Kudhail assured, but things Pinterest predicts will become part of everyday life.

After two years of lockdown loungewear, Gen Z and Millennials are ready to ditch the comfy clothes and embrace lace, tulle, ruffles and shimmer. There has been an increase in searches year on year for shimmery dresses up 365%, men’s ruffle shirts up 95% and lace long sleeve tops up 225%.

In the beauty category, Pinterest users have been lusting after smaller makeover choices like micro French nails for which searches were up 235%, bob haircuts up 550% and micro bangs up 110%.

Paper crafts are set to make a comeback in 2023 with searches for ‘how to make paper rings’ up a whopping 1725% followed by paper animals up 385% and origami instructions up 175%. In home décor searches for mushrooms were on the up with ‘fantasy mushroom art’ +170% and vintage mushroom searches +35%.

Seaweed and other ocean-related vitamins have replaced acai as the new superfoods as 245% more millennials and Gen X’s searched for recipes for seaweed snacks, and 60% more looked up green algae and nori recipes.

In 2023, Pinterest predicts there will be a renewed love for train travel after spotting a 205% increase in searches for ‘train trip aesthetic’ and a 285% increase in ‘train travel quotes’ along with 105% more people looking up European interrail inspiration.

The report also found that Gen Z consumers are looking for more wholesome data ideas with searches for data picnics up 385%, aquariums up 235%, and 195% more people looked up bookstore date ideas compared to 2021.

Elsewhere, the report suggested rave culture will be making a comeback in 2023, burnt orange will be the color palette of the year and 2000 rom-com inspired fashion is having a moment.

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