More brands are turning to Pinterest for its Gen-Z audience and organic growth potential

Late last year, luxury brands told Glossy that Pinterest was emerging as an important marketing channel to reach their customers. Now, brands are catching on to another important demographic they can reach on Pinterest: Gen Z.

According to Pinterest, Gen Z saves more pins on its platform than any other cohort, particularly in the collage format.

“They see Pinterest as a distinct and separate destination from other social media apps,” said CEO Bill Ready last month after the company’s first-quarter earnings call, when it revealed that Pinterest had crossed 500 million monthly active users. “As a result, Pinterest is actually aging down, a rarity in consumer Internet applications, which typically age up as they mature.”

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