Every segment of the population has been affected by the COVID-19 pandemic in one way or another, but Gen Z’s experience has been unique in that the pandemic has robbed them of many milestones and activities typically associated with growing up in the 21st century.
Understandably, young consumers are already thinking about what they’ll do once the pandemic is over. So what are their plans? As new internal data from Pinterest shows, Gen Z has vacations and parties on the brain. Here’s what marketers need to know about the youngest generation’s post-pandemic plans.
Travel Is on the Horizon
Most people haven’t taken a vacation since the spring of 2020, so many Gen Z consumers are eager to get a taste of travel again.
As Pinterest’s data revealed, searches including the word vacation grew by 75 percent between January 2021 and March 2021. By comparison, vacation-related searches grew by just 24 percent during the same period in 2020.
It’s not just Gen Z that’s dreaming of vacationing, either—Google’s new travel updates serve as proof. Moreover, data from Google Trends shows that the vacation topic as a whole is twice as popular in spring 2021 as it was in spring 2020:
Pinterest also provided information about Gen Z’s more niche vacation-related searches:
- Dream vacation destinations increased 13x.
- Luxury vacation increased 6x.
- Vacation fashion increased 3x.
- Travel tattoos increased by 45 percent.
Fashion and Beauty Are Back on the Table
In the midst of pandemic-related lockdowns and travel restrictions, many people opted for comfort over style—according to The New York Times, U.S. sweatpants sales rose 80 percent in April 2020.
But now that restrictions are lifting and vaccination rates are rising, members of Gen Z are ready to embrace their sartorial side. As Pinterest states, searches including the word outfit are at all all-time high and are 26 percent more prevalent in April 2021 than April 2020.
Google Trends doesn’t disagree, with searches for summer fashion 2021 and the like increasing by up to 4,400 percent:
Want to know more about the specific style trends Gen Z is loving? Pinterest’s data says that young consumers are interested in vintage-style outfits, bold accessories and transformative makeup:
- Clay rings increased 303x.
- Y2K outfit ideas increased 230x.
- 60 and 70s fashion increased 133x.
- Makeup makeover increased 100x.
- Alt makeup increased 60x.
- Puppy eyeliner increased 30x.
- Hippie jewelry increased 16x.
- Zebra pants increased 14x.
- Plaid pleated skirt increased 12x.
It’s Time to Party
Social gatherings are becoming widespread once more, and Pinterest searches reflect that—party-related queries jumped by 64 percent between November 2020 and March 2021.
In a similar pattern, Google users are searching for party-related terms more than they have at any point in the last year:
Unsurprisingly, members of Gen Z don’t plan on missing out on the fun. On Pinterest, they’re searching for party life 3x more frequently than usual. They’re also on the lookout for more specific celebration inspiration:
- Euphoria party ideas increased 43x.
- Dinner date outfits increased 30x.
- Group tattoo ideas increased 13x.
- Party food buffet increased 10x.
- Hotel room party increased 8x.
- Backyard dinner party increased 3x.
Renovations Are on the Rise
Organization may have been the name of the game in 2020, but renovations are where it’s at for 2021. Pinterest says that searches for renovations are at an all-time high, with queries made in Q1 2021 being 28 percent greater than those made in Q1 2020 and 65 percent greater than those made in Q1 2019.
This mirrors a comparable phenomenon from summer 2020, perhaps because the first COVID-19 wave was waning then and many felt that the end was in sight.
As Google’s data shows, renovation-related searches were higher in summer 2020 and spring 2021 than they’ve been at any other point over the past five years:
And even though many Gen Zers may not yet have their own homes, plenty of those on Pinterest are still interested in sprucing up their spaces:
- Indie room increased 132x.
- Sage green aesthetic increased 32x.
- Eclectic home increased 9x.
- Home renovation ideas increased 5x.
- Grand millennial decor increased 3x.
Want to Reach Gen Z? Strive to Inspire
As post-pandemic life gets closer and closer to becoming a reality, Gen Z is becoming increasingly interested in preparing for fun and celebrations rather than trials and tribulations. This is greatly affecting their search behavior, not just on Pinterest but on other platforms too.
So if you’re marketing to the younger generation, their latest Pinterest search habits can help you inform your Gen Z SEO strategy, and give them the inspiration they’re seeking as the pandemic’s grip loosens.
Featured Image: Shutterstock / May 2021
Screenshots by author / May 2021