The Pinterest Predicts 2023 Report has identified four key trends the platform expects to rise next year – fashion, home, celebrations and wellbeing.
Kristie Painting, Canada Country Manager of Pinterest, said the latest report is the ninth edition.
“Generally we find (the trends) start earlier, they last a little longer and they go a little deeper,” she said.
“As we think about the year ahead, Pinterest is a really intentional platform and so people, they come early and they stay longer and they come with a lot of commercial intent. It’s all about getting the inspiration and actually going and buying or creating or making or doing. There’s always an action that comes at the end of it which is great from an advertising perspective because it often results in a purchase and that’s really going to be a focus for us in the year ahead.
“It’s really enabling that commercial access. So as we think about how it’s going to develop this year, that commercial connection, making shopping easier from our platform, is a key focus for us.”
Pinterest was initially launched in 2010 with an IPO in April 2019.
In Canada, there are 10.3 million monthly unique visitors, 6.2 million daily saved ideas and 238.4 million boards created.
Over 400 million people come to Pinterest each month to plan for the future.
Because people turn to Pinterest to look forward and get ideas, the platform is able to leverage this search data to gain early insights and identify what’s coming next in the culture before it actually starts trending. For its annual Pinterest Predicts report, Pinterest analyzed what people have been searching for on the platform to identify the top trends that Pinterest expects will emerge or continue to grow in 2023.
“Predicting what’s going to be big in 2023 isn’t guesswork. The report reflects multiple months of data, analysis and evaluation. The result is a comprehensive report of the soon-to-be global trends for 2023 that can’t be found anywhere else. And Pinterest continues to get it right: for the third year in a row, eight out of 10 trends the platform predicted came true,” said Pinterest, adding that its trends do much more than just look forward. They take off faster, last longer and inspire more across categories.
Here are the top themes and trends that Pinterest predicts will rise in 2023 and Painting’s thoughts on them:
2023 fashion will be all about Airy styles as lace, tulle, ruffles and shimmer become increasingly popular, especially with Gen Z and Millennials. After two years of sweatpants and loungewear, the focus is now on body-baring silhouettes. What’s more? Move over, Barbiecore—there’s a new main character in fashion as Gen Z and Millennials romanticize their closets next year with slip dresses, tube tops, cargo pants and claw clips to channel that main character vibe. Introducing: Romcom Core.
“This year was all about bright colours, a lot of sequin and sparkle,” said Painting. “Next year it’s airy. It’s like a lot of very romantic, very lacy . . . There’s also a little bit of nostalgia in fashion.”
Boring homes are a thing of the past. In 2023, people will embrace the Hipstoric home trend and find new ways to honour beloved stuff in their homes combining vintage—often inherited—pieces with their modern styles. And people will bring creativity and eccentric vibes into their bedrooms with the Mush-rooms trend, a maximalist expression of “weirdcore” decor.
“There’s been a lot of major renos over the last few years and particularly backyard. There’s been a big focus on designing the back yard over the last few years. People have been confined to their spaces,” said Painting.
What’s trending will be upcycling and finding beauty in objects that people have inherited or come across.
“One of the trends is Hipstoric homes. The idea behind that is how do you take something that is vintage or antique and either upcycle it and give it a fresh face or find a way to integrate it into your own style. So you end up having this kind of eclectic mix of different styles living side by side within a single space,” she said.
What’s also going to be big is welcoming people into your home with a focus on entrances that are welcoming and appealing and beautiful.
Dog days are over! Time to throw a party. Gen X and Baby Boomers are turning their attention to their fur babies and substituting kid-oriented gatherings with Pool pawties. Dogs diving! Puppers paddling! Barking belly flops! In 2023, pool parties will be for the dogs.
“The celebrations (trend) is really interesting. We all love our animals and we have the Year of the Dog. Everyone’s companion as we stayed home more and more,” said Painting.
“Allowing your pets to get into the pool and get wet, which I think is really cute.”
Wellbeing is a key category that has become even more important over the past few years. In 2023, people will trade their screens for stretches and their desks for tricep dips with searches around Primal movement. And it’s not just fitness getting the spotlight treatment: the postpartum period will become even more of a focus for both new parents and non-parents alike, as The Fourth Trimester.
“Self care is a huge category on Pinterest. We are a platform with a lot of purpose. We are a platform that really encourages people to take care of themselves. This is a really interesting one – Primal movement,” said Painting. “This isn’t about hard core (fitness). This is about how do you take care of your body in the way it’s supposed to be cared for.
“Primal movement is not about getting fit. It’s about stretching out your body and kind of creating that functional mobility. It’s really important for long life and healthy long life.”