Pinterest is where anyone can freely discover how to create a life they love, and that includes our trans and non-binary Pinners. Over the past year, searches for “trans pride” have increased 80%* on Pinterest, and for International Transgender Day of Visibility, we are proudly standing with our trans community on Pinterest and in the world.
To celebrate, we are highlighting trans creators through new channels like Pinterest TV, exploring how people are using Pinterest to dig into trans topics, and doing our part to support trans-led and -focused organizations. As some of the most creative and dynamic users on the platform, we can all get inspired by the talented contributions of trans voices.
In 2019, there was a sharp increase in people searching for inspiration during a transition journey, and now, searches have evolved to new aesthetics, representation and books.
People are increasingly searching for trans and nonbinary topics the “transmasc aesthetic” (5x), “transgirl” inspiration (+66%), and “nonbinary aesthetic fashion” (5x).*
On Pinterest TV, our newest live video format, we are bringing some of those trends to life with Black trans creator Qiana Sanders and Fluide, a gender-inclusive beauty start up, to promote a new definition of beauty. Alec Sutherland will host a “get ready with me” and take viewers through makeup trends, find inspiration and celebrate queer joy. You can register here and tune in on March 31st at 3pm PT.
Other trends around fashion and lifestyle include “transmasc haircut” (35x), “trans tips” (+72%), “Non binary wedding outfit” (8x) and “Nonbinary prom outfit” (10X)*.
Many Pinners are also increasingly searching for trans folks in pop culture for inspiration. Over the past year, “Hunter Schafer hair” is up 3X, Kim Petras searches are up 77%, “Ruby Rose video” searches increased +71%, “MJ Rodriguez” increased +54% and “Gigi Goode looks” increased +53%*.
People are also searching for ways to express their pride through relatable and humorous content, as well as educational materials. In addition to “trans pride” searches increasing 80%, “non binary pride” has doubled. “trans humor” is up 22x and searches for “queer books” are up 3x*.
Through Pinterest’s social impact and philanthropy focus on advancing emotional wellbeing for all, we recognize the unique challenges faced by the LGBTQ community. We are proud to support The Trevor Project as one of our anchor partners and to serve in their Corporate Member Network. Pinterest’s support will allow Trevor to significantly expand the number of LGBTQ youth they serve -- reaching 350,000 by the end of FY2022 (representing 74% growth over FY2021). Trevor continues to actively advocate for LGBTQ rights, especially in light of recent anti-LGBTQ legislation in the US.
Other partners also have a focus on promoting emotional wellbeing for the LGBTQ community. For example, our partner The Upswing Fund recently announced their newest grantees focused on mental health amongst adolescents of color and LGBTQ youth.
To invite Pinterest employees into supporting the trans community, we are also matching donations 2:1 for organizations who advocate for transgender rights at the national and state level: Equality Florida, National Center for Transgender Equality, and National Black Trans Advocacy Coalition, and Asociación por las Infancias Transgénero.
Celebrating Trans Day of Visibility is part of Pinterest’s ongoing commitment to building an inspired culture and making Pinterest a place where everyone can create a life they love. In addition to supporting trans-led organizations, we are also celebrating our trans Pinployees, Pinners and Creators within Pinterest through a week of community programming, guest speakers and other activities.
* Pinterest internal search data; Global; January 29th, 2022 to February 27th, 2022 vs January 29th, 2021 to February 27th, 2021