• by Sarah Mahoney , June 4, 2025

Pinterest’s latest Summer Trends report shows its 570 million users are craving a seasonal reset filled with book retreats, astrology-inspired makeup, and a Martha Stewart vibe. The platform says Gen Z, in particular, is driving the shift toward garden-to-table gatherings, digital detoxes, and “thrifted” everything.

The findings arrive as Pinterest continues to prove the platform has an edge in the ad-supported landscape, especially with the ability to connect first-party data with trend-driven shopping. And brands like Joss & Main are paying attention.

The Wayfair-owned brand — known as its more elevated, design-forward sibling — is launching a summer content series inspired by Pinterest trends. The “shoppable dinner party” campaign taps creators Isabelle Heikens, Jessica Bui and Akilah Releford-Gould to offer seasonal entertaining ideas, recipes, and decor inspiration.

Among Pinterest’s most unexpected (and fastest-growing) trends:

• “Digital detox vision board” searches are up 273%, while digital detox ideas are up 72%.
• “Martha Stewart aesthetic” has surged a staggering 2,900% as users seek new recipes and garden updates.
• Gen Z users are also hunting for nature-driven escapes, with searches for “aesthetic hiking pictures” up 225% and “beautiful view nature” up more than 200%.

Even home decor reflects a back-to-earth longing, with searches for “thrifted kitchens” up 688% and “thrifted homes” up 488%. “Farmhouse interiors” are still gaining traction.

“Book club crafts” are up 558% as users seek ways to elevate in-person reading circles.

Then, there are the always-delightful Pinterest outliers. This summer, dill-pickle green and “boho crochet” are key fashion flashpoints. The “Summer of 2015” aesthetic is trending. And interest in “astrology makeup,” blending personal expression and celestial inspiration, is rising fast.

Joss & Main’s campaign aims to turn those insights into commerce. “We believe great style should be effortless — and that’s exactly what this partnership with Pinterest brings to life,” said Johnice Bristol, the brand’s CMO, in the announcement. “By tapping into Pinterest’s trend insights and working with creators who embody the spirit of summer hosting, we’re making it easier than ever to shop the look and bring entertaining ideas to life.”

Behind the scenes, the retailer is using Pinterest’s targeting capabilities to better connect with younger consumers who are just beginning to shape their personal style and summer entertaining habits.

“Pinterest’s introduction of tools and features at scale over the last two years have proven management’s ability to balance users and monetization while reinvigorating growth to more sustainable levels,” wrote Scott Devitt, an analyst at Wedbush, in a recent report. While Pinterest is sometimes viewed as lagging its digital ad peers, Devitt sees room for considerable upside: “The introduction of new content formats and ad surfaces built on the company’s unique first-party data signals continue to drive deeper engagement and better shopping experiences, supporting consistent user growth ahead of expectations.”