‘Pinterest is where Gen Z goes to shop,’ says platform’s CEO

Millennials had the mall. Gen Z has Pinterest.

On its first-quarter earnings call on Thursday, Pinterest’s CEO, Bill Ready, said Gen Z users are engaging heavily with the image-sharing platform. Gen Z are those who were born between 1996 and 2010.

“We’ve made Pinterest a destination for our users, particularly a shopping destination,” Ready said on the call. “Pinterest is where Gen Z goes to shop.“

Ready said that a key driver of Pinterest’s success is its ability to connect users to products and aesthetics “they may not have the words to describe.”

“This is especially relevant for Gen Z, our largest and fastest-growing user cohort, who have been raised on an internet of visual content,” and like to search visually, the CEO said.

Pinterest execs also touted Gen Z in examples of how advertisers are finding value on their platform.

Chief financial officer Julia Donnelly said advertisers valued Pinterest’s insights into consumer behaviour, especially for Gen Z users who are making “significant” decisions such as selecting insurance or a credit card for the first time. The CEO highlighted PacSun, a clothing brand he said was popular with Gen Z, and said the retailer saw a higher return on ad spending with new Pinterest features.

The company’s first-quarter revenue grew 16% to $855 million compared to the same period last year. Monthly average users, an important metric for media companies, grew 10% year-on-year.

AI also played a role in the company’s strong quarter. Ready said Pinterest has been using AI to personalize user experience and to improve the platform’s visual search capabilities.

“It also makes us a highly valuable partner to advertisers that are looking for early signals on how consumer trends may be shifting before it shows up in traditional purchasing data,” he said of AI.

Pinterest stock jumped as much as 18% after-hours on Thursday on the heels of encouraging second-quarter guidance.

Pinterest, which is most popular for searching travel, style, and home decor ideas, saw a slowdown in user growth post-pandemic. It has since rebounded due to increased focus on shoppability and engagement from Gen Z users.

Gen Z, most of whom are in their 20s, has a reputation for taking their life and careers slow. Some research shows members of this generation are not drinking, driving, working, or taking risks as much as other age groups did at their age.

In addition to Pinterest, Gen Z is being credited for the revival of the image-blogging platform Tumblr, which reported that 50% of its active monthly users in 2025 are Gen Zers.

When it comes to their shopping habits, Gen Z is often associated with “underconsumption core,” a trend that’s all about buying less and rejecting influencer marketing.

Pinterest did not immediately respond to a request for comment from BI.

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