If your audience is craving a slower pace, you’re not imagining it! Pinterest’s 2025 Winter Trend Report is in, and it’s all about digital detoxing, earthy aesthetics, and nature-inspired self-expression.
At Omni we love when we gain these insights, because well, who wouldn’t want to know what’s shaping consumer behaviour?!
As that sentence was written, I realise not everyone works in digital marketing, but that’s why we’re here. This blog article will break down the insights from Pinterest’s 2025 Midyear Trend Report to shed some light for you on recent consumer interests and behavior trends, as well as how brands can utilise these.
It is important to note that, while it’s important to be aware of the trends, brands must still remain authentic to themselves, and only lean into these trends if they’re relevant and you can do so authentically. Consumers are smart, they can see through you if you’re not being authentic. And the last thing you want is to break their trust.
1. Digital Detox
Recently, there’s been a massive shift towards what Pinterest noted to be a “Digital Detox Winter”, whereby users are looking to gain inspiration around unplugging from the digital, social world, and reconnect with nature. Hence the searches for “digital detox” and “digital detox vision boards” have risen by 72% and 273%.
The digital detox trend isn’t just about switching off, it’s about reconnecting with nature and everyday presence. Think cosy cabins, countryside escapes, and tech-free travel.
This empahsises what we’ve been discussing for some time now; consumers, specifically Gen Z (and even Millennials) are leaning into a more natural, sustainable aesthetic.
How brands can respond:
- Position products as part of a wellness ritual or slow-living lifestyle
- Feature scenic, grounding imagery in ad creative and UGC
- Offer content that encourages mindfulness (e.g. “5 Ways to Unplug with [Your Product]”)
2. The Rise of Rustic Farmhouse Interiors
The rustic aesthetic and farmhouse cottage vibe has definitely shown to be the buzz this winter. From “earthy boho living rooms” (+335%) to “farm cottage aesthetics” (+911%), Pinterest users are desiring homes that reflect natural textures, vintage charm, and secondhand sustainability.
Searches like:
- “thrifted home décor DIY ideas” (+645%)
- “natural wooden bed” (+859%)
- “farmhouse kitchen brick backsplash” (+704%)
This isn’t just about consumers’ desires for a rustic or farmhouse type home… it illuminates the shift toward personal, imperfect, and earth-connected living.
How brands can respond:
- Showcase natural materials and eco-conscious production processes
- Use storytelling that highlights craftsmanship and nostalgia
- Collaborate with creators who thrift, DIY, or repurpose products if relevant
3. Nature-Driven Travel (and Book Retreats!)
Travel plans are becoming less about ticking destinations off a list and more about recharging in nature. Searches for “relaxing in nature” (+32%) and “book club retreat ideas” (+265%) depict the increasing desire amongst consumers for serenity and offline immersion.
Pinterest calls this movement a blend of “nature bathing” and “literary escapes.”
How brands can respond:
- Align products with seasonal travel (think: skincare for dry alpine air, or fashion for forest hikes)
- Create bundles for “retreat” moments (e.g. relaxation kits, reading-ready looks)
- Encourage your community to share how they unwind with your brand
4. Astrological-Related Beauty Is Booming
Minimalist glam was once all the hype, but Pinterest is highlighting that the current beauty trend of astrology-inspired make-up is increasing. From “virgo make-up” (+2,006%) to “cancer make-up” (+1,888%), Gen Z is exploring identity through tailored beauty. Additionally, cool-toned beauty searches have been on the rise, with search such as “cool tone make-up” (+376%) and “blue eyeshadow palette” (+970%).
How brands can respond:
- Embrace themed content (e.g. “Your Zodiac Sign’s Go-To Look” or “Products for Each Element”)
- Embrace the differences between cool-toned and warm-toned palettes with visual styling
Final Thoughts
This season’s trends are clear: consumers want to slow down, reconnect, and feel grounded. Whether it’s through what they wear, how they decorate, or where they go to unwind, there’s a growing shared craving for meaning and nature.
If your brand can align with that mood, genuinely, you won’t just capture attention. You’ll build trust and loyalty.
If it doesn’t align with your brand, that’s fine too – don’t force it. It’s still important to be aware of the trends!
We recommend having a look at Pinterest’s report if you’re interested in seeing all the trends they’ve outlined!
Want help embedding trends within your strategy, campaigns or content?
Contact us or book in a free initial digital alignment call. Omni Online’s here to help you grow in every season.
