The Scotiabank Women Initiative

Written by Andréa Mallard, Chief Marketing Officer at Pinterest

A window into the future from the platform where people go to plan theirs. Below, Andréa Mallard summarizes a few key behaviour shifts for the year ahead that they glimpsed from the data. Read through the themes they uncovered — then read the full report.


An internal renaissance

After the plague came the Renaissance. When people can’t venture outward, they turn inward. That means a lot of internal work got done in 2020. You’ll see the fruits of that labor in 2021.

Searches like zodiac sign facts (+6x) and visualize your highest self (+55%) will keep climbing. And people won’t just transform themselves. Parents will rethink how they teach their children, with searches like mindfulness activities for children (up 4x) expected to grow in 2021.

Bet on yourself

Out with the old, in with the bold. In 2021, people will take ownership of their interests. Whether recording a podcast or arranging a dinner plate, people will lean in and take charge of the things they used to sit back and enjoy.

Searches for podcast design (+130%) will keep trending up. Foodies won’t wait for somebody else to plate their fancy radishes—they’ll do it themselves (gourmet food plating is up 2x). Entrepreneurship, small businesses and invention will flourish in this environment, with searches like entrepreneur motivation (+2x) and small business ideas (+90%) skyrocketing.

Gear up for a year of action. Pinners will be more than planners in 2021. They’ll be agents of change.

The 150+ trends featured in Pinterest Predicts show how people are taking back control, taking back agency and taking action — for themselves, for their families, for their communities and for the world.

Pinners are ready for a renaissance. But they need a roadmap. Help them claim their trend for the year ahead and be the brand, the creator, the content they lean on during this year of radical transformation.

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