New Pinterest Positive Internet Corner study: Gen Z in Singapore are leading the way as the “intentional generation”
August 28, 2026
Gen Z’s are actively shaping how technology fits into their lives, not letting it define them.
Nearly 9 in 10 (86%)1 Gen Z want space to explore their own tastes free from outside influence
More than 8 in 10 (81%)2 Gen Z indicated a desire for platforms that help them discover their personal tastes, not what is popular
Gen Z want practical, not personal AI: Top three AI uses are learning new ideas (46%), content or idea recommendations (43%), and planning (43%)3
As technology becomes increasingly embedded in everyday life, Singapore's Gen Z are charting a different course. A new study titled the Pinterest Positive Internet Corner from the visual search and discovery platform, Pinterest reveals Singapore's Gen Z as an intentional generation, discovering their own tastes, turning ideas into real-world plans, and deciding exactly how AI fits into their lives.
Surveying more than 1,000 respondents aged 18 to 29 in Singapore, the study commissioned by Pinterest in June 2026 found that Gen Z are placing greater value on online experiences that support self-discovery, real-world action and personal growth. The findings suggest that the most valuable online experiences aren’t the ones that necessarily capture attention, but those that help people pursue interests, make decisions, and take actions in the real world.
Discovering their own tastes
Singapore’s Gen Z are seeking online spaces that help them discover what they like on their own terms. An overwhelming 9 in 10 (86%) Gen Z say they want space to explore their own tastes free from outside influence, underscoring a desire for online experiences that support self-discovery and personal expression. Instead of simply following what's popular, they want room to explore their interests, shape their preferences, and build a stronger sense of personal taste. More than 8 in 10 (81%) indicated a desire for online platforms that help them discover their personal taste, rather than simply point them to what is popular. The majority of them (84%)4 already feel their current online experiences reflect their interests.
This signals a meaningful shift: Gen Z are more conscious of the role of algorithms shaping what’s popular and in turn, their identities. They are more deliberate about carving out space for self-discovery beyond the feed. In fact, 73%5 say it is harder to tell what they actually like from what a feed tells them they should like - making it tougher for them to discover their own interests and tastes. Now, more than ever, Gen Z wants personalisation and freedom without being defined by an algorithm.
Turning ideas into real-world action
Beyond media consumption, Gen Z in Singapore are leveraging online platforms as powerful tools for planning and taking action. More than half (57%)6 often save or bookmark ideas to revisit later, reflecting a more intentional approach to online discovery. From discovering places they want to visit, to exploring new interests, skills and experiences, online spaces are helping them turn their ideas into action.
The findings point to a broader shift in online behavior, with Gen Z curating ideas with purpose and using them to shape real-life decisions and experiences. The desire to bring inspiration beyond the screen is also reflected in Pinterest search trends. In Singapore, searches for “pottery painting ideas” have risen 190%7 year-on-year among Gen Z, highlighting growing interest in hands-on, community-driven activities that foster creativity and connection in the real world, a pattern echoed in how Pinterest is used across the region, from seasonal planning in Australia to K-culture inspiration in Southeast Asia.
Practical AI, not personal AI
As AI integrates into everyday life, Gen Z in Singapore are embracing its practical benefits while drawing clear boundaries around its role. They see AI as a useful tool for learning, brainstorming and planning—not a replacement for human connection. Their top uses are learning new ideas (46%), content or idea recommendations (43%), and planning (43%), all productivity-focused.
Yet they draw clearer boundaries around more personal uses. Less than one in five (18%)8 believe AI is suitable for emotional reassurance, while only 21%9 see it as appropriate for advice on personal matters. Those boundaries become clearer when AI begins to feel too personal. 44%10 say AI feels too involved when it remembers sensitive information, while 43%11 say the same when it replaces real human interaction. After using AI, Gen Z are more likely to feel capable and motivated than emotionally connected, highlighting their preference for AI as a productivity tool rather than a companion.
“
We're clearly seeing Gen Z in Singapore use technology with real intention. They're not just scrolling—they're seeking inspiration, planning what's next and turning ideas into reality. What's especially striking is how thoughtfully they approach AI, they’re open to its benefits while setting clear boundaries for their wellbeing. At Pinterest, we're committed to being a positive, intentional space that supports this behaviour because we believe the best thing you can find online is a reason to go offline,”
Damian Kim,
Vice President, Asia Pacific, PinterestThe inaugural study reveals a generation that is charting their own course with responsible use technology, including AI. Gen Z in Singapore are embracing tools that help them discover ideas and plan their lives, while setting thoughtful boundaries around where technology belongs.
About Pinterest Positive Internet Corner study
The Pinterest Positive Internet Corner study surveyed 1,009 Singapore residents aged 18 to 29, all active online users, through research partner Pureprofile. Fieldwork was conducted in June 2026.
The study was unveiled at a launch event in Singapore on 28 August 2026, with Guest of Honour, Madam Rahayu Mahzam, Minister of State, Ministry of Digital Development and Information and Ministry of Health. The event featured a panel discussion on youth digital wellbeing, exploring what it means to build a more intentional, positive internet for Gen Z with Minister of State and other guest speakers, Lim Shi An, Actress & Designer, Tan Lin Teck, Deputy Chief Executive, National Youth Council, and Sherman Ho, Co-Founder, The Happiness Initiative.
“
Building a safer digital space for our young people is about protecting them from harm and also equipping them with the confidence and judgement to navigate the online world well. The Pinterest Positive Internet Corner study conducted with Gen Z shows that they have a strong desire to make purposeful use of digital platforms, pursue their interests with intention, while ensuring safe personal boundaries around emerging technologies such as AI. This is the kind of digital resilience we want to strengthen through our Screen Smart from the Start movement. Platforms have an important role to play, and I welcome Pinterest’s efforts to help create a safer, more positive online space for our young.”
Rahayu Mahzam,
Minister of State, Ministry of Digital Development and Information & Ministry of Health“
We are heartened to see Pinterest contributing to a more positive internet experience. The world is changing faster than many of us can process. For young people, constant exposure to uncertainty, global crises and rapid technological change can make the future feel beyond their control. That is why it is so important that the spaces they spend time in help them discover what matters to them, make meaningful choices and feel capable of shaping what comes next. This sense of agency is fundamental to wellbeing. It does not mean believing we can control everything, but knowing that, even amid uncertainty, our choices and actions still matter.”
Sherman Ho, Co-founder,
The Happiness Initiative“
As someone born into the Gen Z world, the online domain has been crucial in helping me find my identity. Navigating the internet world is extremely daunting - it is noisy and crowded. But over time, I developed the ability to strike a balance between consumption and intentionality. I do not feel the need to reject technology because the beauty of the online space is that we can choose what we want to interact with. When my peers feel overwhelmed by content online, I am quick to remind them that at the end of the day, we have agency over what we consume. Despite what algorithms may show you, it is ultimately in your hands whether you want to believe it.”
Shi-An Lim,
Actress & Designer