There are over 37 million aesthetic related boards on the platform 2, with Gen Z’ers searching for “aesthetic” 447% more than Millennials 3.Īs Gen Z curates these boards to find their inner selves, they provide a unique look into emerging subcultures and passions. "We find that one of the largest channels for this journey is through aesthetic boards, which are collections of Pins that represent a lifestyle or interest." Gen Z is creating aesthetic boards across topics like witch, grunge and love. "On Pinterest, Gen Z’s journey to discover their identity and passions is ever-present, as they open-mindedly save ideas to boards and find more along the way," said Enid Hwang, Community Marketing Manager, Pinterest. They have a strong desire for individuality we haven't seen before, perhaps because they were pretty much born with smartphone in-hand and unparalleled access to information. They see identity as fluid and care about social impact, with 56% considering themselves socially conscious 1. Generation Z is often referred to as one of the most unique, values-driven generations. Through aesthetic boards like witch, grunge and love, Gen Z is finding their identity
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