From castlecore to chaos cakes all the way to pickle fixes – Pinterest has revealed its list of predicted trends for 2025.
In the NZ Marketing magazine issue for December/January 2024-2025 (which you can subscribe to here), we revealed that one trend to look out for is Pinterest’s annual list of predicted trends.
Pinterest Predicts is powered by its audience who are using the platform in a unique way unlike any other social media.
“The way they use Pinterest is really different when we think about them collaging and mood boarding and vision boarding,” says Vanessa Jones, Head of Growth at Pinterest Australia and New Zealand.
“It’s all about a future mindset… We’re using the data in the way people use Pinterest to inform the trends. ‘This is what people on Pinterest are doing. This is how they’re showing up. This is what they care about. What they’re saving, pinning, engaging with.”
2025’s edition of Pinterest Predicts was heavily driven by the platform’s Gen Z audience – the largest and fastest-growing audience – which Jones reveals drove 65% of the trends, with many of the others driven by Boomers.
Jones adds that the world is already starting to see these trends emerge but these are only set to evolve into bigger cultural moments as we roll into 2025.
She explains that if one trend is bubbling in the Australia and New Zealand area, this may be interpreted differently in the likes of Japan – letting the trend have a number of iterations.
Jones says that brands can use the list of trends as a cheat sheet to better understand their target audiences.
If millennials (aged 28-43) are a brand’s current demographic, tapping into the Pickle Fix trend might be the way to go for a marketing strategy.
“How can you bring some of these elements and touches into ways to show up,” says Jones.
Here are the 2025 Pinterest Predicts trends:
Beauty
Aura Beauty
Pinterest saw a 410% search increase for ‘new wave make-up’ and a 365% search increase for ‘full-colour make-up eyes’.
Gen Z and Boomers are more than ever interested in high-hue looks and focusing on that singular colour aesthetic.
Sea Witchery
Search terms like ‘dark siren make-up’ were up 695%.
Gen Z and millennials are obsessed with sultry, wet and moody looks – similar to a mermaid aesthetic.
Celebrations
Rococo Revival
Frills and thrills are expected to be heavy inspiration for weddings and parties in 2025, all thanks to Gen Z and Boomers who are driving this.
One of the biggest search increases is for ‘rococo outfit’ at 5465%.
Surreal Soirees
Search terms such as ‘cake bouquet flowers’, ‘modern surrealism’ and ‘Salvador Dali aesthetic’ saw an increase.
It is expected that in 2025, Gen X and Boomers are planning to hold fantastical parties of curvy candles, flowers and gravity-defying centrepieces.
Cross-category
Cherry Coded
There is a big interest in the colour cherry, with ‘cherry vibe’ seeing a 325% increase.
Gen Z and millennials are taking this trend to its fullest potential by adding it to everything, such as cars, bedrooms and martinis.
Dolled Up
Heavily inspired by doll houses, Millennials and Gen X are taking a more playful approach.
There may be a resurgence in doll shoes as well, as searches increase by 130%.
Mix & Maximalist
The décor theme of the year is driven by Gen X and Boomers who are looking at everything mixed and matched, including bold patterns, eclectic prints and more.
‘Eclectic apartment’ saw the biggest increase in searches at 630%.
Castlecore
Medieval is back, thanks to Gen Z and Millennials who are planning to get the aesthetic integrated in home décor and fashion.
The term ‘medieval core’ saw a 110% increase.
Goddess Complex
Gen X and Boomers are embracing the feminine with golds as the term ‘goddess’ is seeing an increase in searches.
From nails to hair to even ‘energy aesthetic’ search interest is up by at least 100%.
Terra Futura
As sustainability continues to reach new peaks, Boomers and Gen X are hoping to integrate this into their lifestyles.
‘Chao gardening’ saw a 300% increase and ‘self-sufficient garden’ saw a 55% increase.
Entertainment
Player One
Digital avatars is expected to see a peak in 2025, driven by Gen Z and Gen X.
‘PFP (profile picture) ideas Y2K’ saw an increase in 360%.
Fashion
Seeing Double
2025 is the year of matching and co-ordination, especially on date nights and festivals. Gen Z and Boomers are ready to be in sync.
This is based on the search term ‘matching outfits for couples casual’ seeing an increase in 90% in 2024.
Moto Boho
A combination of the hippie and boho aesthetic with chunky leather is expected to take over, all thanks to Gen Z and Boomers.
Searches for ‘Moto boots outfits’ saw an increase by 445% and ‘boho fits’ by 755%.
Fisherman Aesthetic
Surprisingly, the fisherman look is in for 2025. Why? Ask Gen Z and Gen X.
Now more than ever, people are searching for ‘fish bag’, ‘raincoat outfit ideas’ and ‘sardine tattoo’.
Food and drink
Chaos Cakes
Move over perfect cakes, Boomers and Gen X are wanting silly, funny and even rat-like cakes.
In the past year, search terms such as ‘rat cake’ has seen an increase by 170%.
Pickle Fix
It is the year of dill, according to Gen X and millennials who are adding the gherkin to everything, and I mean everything.
Treats like ‘pickle margarita’ and ‘pickle de gallo’ are search terms that have seen an increase and will be something to look for in 2025.
Rebel Floats
Heading back in time, the all-American retro diner is fuelled by Gen Z and millennials who are non-stop searching for ‘fruit soda’.
Terms like ‘homemade soda’ and ‘root beer aesthetic’ have seen an increase of search by 40%.
Home
Primary Play
In the home environment, the playfulness continues, especially within Gen Z and X who are hoping to make their havens a little bit quirky.
Décor themes like ‘hand-painted furniture and ‘contrast trim’ have seen an increase of at least 85%.
Parenting
Nesting Parties
For those having a baby in 2025, gone are the days of baby showers, and now are the days of ‘nesting parties’ – helping with the postpartum period.
Gen Z and millennials are searching for this supportive trend with ‘nesting party’ seeing a 205% increase and ‘nappy bouquet’ at a 220% increase.
Travel
Peak Travel
And for those travelling in 2025, the “euro summer’ trend has been retired and is now heading on the opposite side of the spectrum, cold mountains.
Craving that fresh and cold mountain air, Gen Z and X are searching for ‘skiing outfits’ (255%), Portillo Chile (195%) and Dolomites (45%).
