Pinterest says women are seeking more information on independent lifestyle choices

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 19, 2020, 2:35 PM UTC

Pinterest has more female users, with the platform reaching 60% of all U.S women.

A recent Pinterest report states that almost 75% of discretionary spending worldwide by 2028 will likely be controlled by women. While women on Pinterest search for ideas on dinner and travel, they also search for tips on buying their first home, travelling solo and other independent lifestyle choices.

Ideas such as solo living, with searches for “embrace being single” were up 48% on Pinterest 100 trend. Another popular search among women on the platform was “how to buy your first home”. Searches related to financial independence were also on the rise among women.

On the contrary, trending searches among men was “50/50 at home”. The article states that with this shift in the norms, brands should evolve their marketing outreach messages.

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