Many people know Pinterest as a place for recipes, home décor ideas and DIY. However, with COVID-19 creating new life stressors, more people than ever before are turning to Pinterest for wellbeing and self-care. In fact, Pinterest has recently seen the highest searches ever around mental wellness ideas including yoga (+80%), gratitude (+61%), meditation (+56%) and mindfulness (+35%). Pinners are looking for creative ways to navigate and cope with their “new normal,” so we took a closer look at their shifting priorities and new routines to understand which trends will live out the remainder of 2020.
Challenges and uncertainty also spark new ideas, creativity and a now-or-never-attitude - and plan for that house, family, trip or business that you always wanted. Since the beginning of the Pandemic Pinners have been searching for inspiration related to ‘starting a new business’ (+ 35%), when they normally rise at the turn of the new year. May is when Pinners started to look to the future again with rising searches for ‘future life goals’ (2x), ‘life bucket list’ (+65%), ‘family goals future’ (+30%) and ‘future house goals’ (+78%) as the need increased to take back control and proactively create the life you love ahead.
After being at home for months—sometimes in small apartments without outdoor spaces—it’s no surprise that gardens and outdoor areas, however limited in space, have become the heart of the home. This is a continuation of the ‘Home Hub’ theme we identified in this year’s Pinterest 100 2020 report. In addition to statistics that show increased searches for new homes with gardens and in the countryside, Pinners are also improving their current spaces. Searches have increased for ‘outdoor spaces on a budget’ (up 3X), ‘diy patio ideas on a budget’ (up 17X), as well as ‘backyard oasis on a budget’ (up 5X). While Pinners are at home, they are also setting up their homes for social gatherings and creating private getaways with friends and family indicated by increasing searches for ‘garden bar ideas’ (6x), ‘Bohemian garden party' (7x), ‘garden dinner party’ (+36%), ‘Diy garden fountains’(42x) as well as Backyard privacy ideas on a budget (+75%).
Pinners are 20% more likely than the rest of the population to have mental and emotional wellbeing top of mind during COVID-19. In response, and with experts like those at Brainstorm, the Stanford Lab for Mental Health Innovation, we’ve updated our compassionate search feature with information most helpful to those experiencing stress during COVID, now accessible by typing #pinterestselfcare in search. Here, Pinners can find wellbeing exercises that can help if they are feeling anxious or overwhelmed. *
"As a big proponent of the joy of boundaries, self-care and core values, the pandemic slowed my life right down, allowing my family and me to make conscious choices about how we spend our time, energy, effort, emotions and money. Rest, creativity, intentional family time and an effective work structure became my top priorities. I've been using Pinterest to explore a host of ideas including redesigning our home and garden spaces to reflect the big shifts in our lives, embracing my artistic side, decluttering my work area, reading about other people's slower lifestyles, and learning new embroidery techniques."
"After a period of time not really engaging too much with Pinterest, I took to lying awake at night pinning all of my dreams onto virtual vision boards. The last few months have definitely taught me to focus on what is really important to me in my life and I've started projects that I had put off for years. I now have a visual guide for a YA fantasy novel I'm writing, a place to share my work with the world and a vision board for the house I dream of living in one day. These visual reminders that anything is possible has made this time in isolation easier through a focus on what life will be like once it's over, because even more than ever, I now know life is for living."
We’ll continue listening to Pinners about how we can continue updating Pinterest to provide resources and ideas to serve as a way to help manage through new issues we’re all navigating.
You can find high resolution images here. #StayInspired
*available in US, UK, Canada, Australia, New Zealand, and Ireland
1 Searches containing these keywords increased from February ‘20 to May ‘20. Monthly searches continue to be at a historical high through June.
2 Trend calculated by comparing normalized searches in the four week period of 5/18/20-6/14/20 to the same timeframe the previous year.
3 All trends in sub-bullets have been calculated by comparing normalized searches in the four week period of 5/18/20-6/14/20 to the same timeframe the previous year.
4 Source: Global web index, March 2020, US.
5 Searches containing the phrase “starting a business” increased 35% from February ‘20 to May ‘20.
6 Trends calculated by comparing normalized searches in the four week period of 5/18/20-6/14/20 to the same timeframe the previous year.
7 Trends calculated by comparing normalized searches in the four week period of 5/18/20-6/14/20 to the same timeframe the previous year.
8 Trends calculated by comparing normalized searches in the four week period of 5/18/20-6/14/20 to the same timeframe the previous year.