System1 puts Pinterest 2025 Predictions to the Test

Pinterest Predicts has unveiled its top 20 trends for 2025, backed by global search data and platform engagement. From pickle-inspired products to cherry-coded everything, we’re already seeing these trends come to life. Glossier, for example, jumped on the bandwagon with their Black Cherry collection this January. But are these trends truly resonating with broader audiences of non-pinners, and how can brands tap into these insights for commercial gain? System1 put them to the test to find out!

Putting Trends to the Test  

Harnessing the predictive power of consumer emotions, System1 put all 20 trend forecasts to the test. These spanned fashion fads like fisherman fits and siren style to décor delights and party patterns such as maximalism and new mum meetups!

These insights help brands tap into emerging consumer interests and create content people genuinely want to see. With 518 million users worldwide, Pinterest presents a vast pool of potential buyers, but which trends should brands spotlight to captivate both platform devotees and beyond?

With a rating scale from 1.0 to 5.9 stars, Test Your Innovation quantifies emotional responses, offering a clear benchmark for evaluating product ideas, taglines, slogans, and even trends. Here’s how we assessed Pinterest’s Predictions:

• Emotional Pull: Using our FaceTrace® tool, we measured emotional resonance to determine how effectively each trend connected with both Pinterest users and non-users on a personal level.
• Share Trading: We gauged consumers’ willingness to “buy” or “sell” the idea, providing key insights into their purchasing behaviours and preferences.
• Decision Speed: We measured how quickly and instinctively consumers engaged with each trend. Fast reactions were positively weighted, while slower responses were penalised, offering a nuanced view of consumer enthusiasm and spontaneous engagement.

So, which predictions have the broadest commercial potential for 2025? Let’s find out!

Get in Losers, We’re Going Skiing! 

City breaks are out, and mountain escapes are in for 2025. Alpine lodges, après ski and breathtaking peaks have climbed to the top of our trend charts among both platform users and non-users, with real consumer verbatims declaring they’re “fed up with city life.” Amen to that.

And brands are in for more data-driven insights. This trend is best targeted at couples, singletons and Gen Z audiences, with around 40% of Test Your Innovation responses viewing peak travel as a solo adventure or a romantic getaway. No surprises there, mountain retreats can be pricey, meaning larger families and students may be less inclined to join the winter fun. It also makes sense that designer brands are leading the charge, with après ski style and snowboard chic hitting the runways at New York Fashion Week. Who knows, maybe rock-climbing core will be next!

Is Sustainability Back in Vogue? 

After launching the Greenprint report with ITV in 2023, a deep dive into the behavioural science principles that drive positive green behaviours without inhibiting commercial success, with the support of expert Richard Shotton, my hopes were high for a brighter and greener 2024. System1’s collaboration with AdNetZero has continued to spotlight brands that stay true to the cause, helping to instil better consumer behaviour. Yet, there was a noticeable absence of sustainable messaging in advertising last year, whether explicit or subtle.

That’s why it is refreshing to see “Terra Futura” ranked as the second biggest trend among both Pinterest users and non-users. This movement champions recyclable fashion, self-sufficient gardens and community spaces, with “good vibes and good cause” as a key motivator for consumers. Many agree this is the direction audiences are heading, seeing the trend as both distinctive and innovative. It resonates most with the 18 to 34 age group, suggesting that sustainability is not just a responsibility but an aspiration across a broad age range.