Pinterest has revealed new research on Gen Z’s relationship with taste and algorithms. 

Pinterest has announced that Gen Z users are increasingly using the platform to define their own tastes and identities rather than passively consuming trend-driven feeds - a shift the company says helps young people resist algorithmic sameness and rediscover personal choice.

Nearly half of Gen Z finds it harder to make decisions today than they did last year, and 48% of Gen Zers agree they purchase more products now that they don’t like or use.

Three ways Gen Zers are reclaiming their taste:

They’re curating niche identities
Gen Z is rejecting the mainstream and using platforms like Pinterest to actively build identity and taste through self-directed discovery rather than algorithm-led trends.

They’re visual-first
Image-led discovery resonates far more than text-heavy, AI-driven platforms when it comes to making confident choices.

They’re looking for safe spaces to explore
Gen Z values Pinterest for its safe, slower, and less performative space, where they can explore identity and make choices with intentionality - embracing AI only when it supports, rather than dictates, their personal taste.

Why real connections create real opportunities for brands:

Brands succeed on Pinterest by engaging Gen Z during identity-building, becoming part of their personal story and creating lasting connections that go beyond trends or algorithms.

For more information, visit pinterest.com.