The Intention
While Pinterest Predicts had successfully identified what trends were emerging, Pinterest wanted to better understand why those trends were happening and why they were growing on Pinterest in particular.
To evolve its storytelling and strengthen its authority in trendspotting, Pinterest needed a richer, sentiment-led view of the cultural drivers shaping consumer behaviour heading into 2026.
The Insight
Through a multi-phase research approach, we combined a number of our insights methods to conduct 16 video diaries, 8 online live groups and 1 quantitative survey across 6 markets and featuring 4,000 responses in total (across UK, US, Brazil, Germany, Japan and France).
The Impact
Our research reframed the cultural conversation: self-preservation is out, escapism is in - one insight that repositioned how Pinterest told the story of its own platform to the world
Three themes: Comfort, Curation, Grounded Optimism — the emotional backbone of a report with an 88% accuracy rate, built on 80 billion monthly searches
WOTC gave Pinterest the why behind the what, contextualising 21 trends for 600 million monthly users across six global markets
The research powered the most expansive Pinterest Predicts launch ever: multimedia campaign, IRL activations, a dedicated Predicts Shop, and a shoppable capsule collection
TESTIMONIAL
Jenna Landi / Head of Global Brand Research / Pinterest
“The entire Word on the Curb team have been phenomenal partners in helping us contextualize and ensure global resonance of our trends! Thank you!! Cheers to a winning collab!!”
