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Pinterest pinners are increasingly becoming ‘Conscious Consumers’ as it finds environment top of the agenda

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More evidence that shoppers are changing how they shop, what they buy and who they buy it from comes from Pinterest this week, which has assessed what its shoppers are doing – and finds that conscious consumption is growing rapidly.

Conscious consumption was a key trend highlighted in this year’s Pinterest 100 report, the company’s annual report showing what’s next, with ideas across categories including food, home, style, beauty, health, travel and family.

With more than 320 million people around the world using Pinterest, it paints an interesting picture of what shoppers are doing.

Here are some of the key areas where Pinners are re-evaluating their sustainable impact:

  • Low-waste livingTalking rubbish is trending – in a good way. People want easy tips to cut back on waste. (Low-waste lifestyle, +446%)
  • Product swapsIt’s easy to be green. Try buying glass instead of plastic, or swapping out paper for fabric serviettes. (Eco-friendly swaps, +172%) 
  • Thrifted home décorKeep furniture out of the landfill by filling your home with thrifted décor. (Thrifted home décor, +308%) 
  • Secondhand fashionMix and match secondhand finds for a fresh new look. (Secondhand fashion, +38%) 
  • Reduced carbon footprint: Wherever you go, there are plenty of planet-loving things that you can do to reduce and reuse. (Reduce carbon footprint tips, +86%)
  • Eco-friendly travel: Discover smart new ways to reduce your carbon footprint as you globetrot. (Eco-friendly travel, +73%)
  • Train travelGet your travel plans on track with your choice of eco-conscious, scenic train trips. (Train travel, +107%) 
  • Beauty:
    • Vegan lifestyle = 35% increase in searches
    • Vegan lipstick = 150% increase in searches
    • Vegan fashion = 70% increase in searches
    • Vegan recipes = 50% increase in searches.

A Pinterest spokesperson comments: “At Pinterest, we’re seeing a continued steady rise of people searching for inspiration around “conscious consumption” from food to travel planning to ideas for the home. Our data tells us that more than ever, people are thinking and acting globally and sustainably. Searches for low-waste living, thrifted home décor, secondhand fashion and vegan beauty have all seen a huge search increase across the past 12 months. Brands can use these insights to help plan campaigns, develop new products or offer customers better services and as a result, we can expect more people putting into action a “conscious consumption” lifestyle.”

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