These are the trends shaping Gen Z in 2026

Gen Z is rewriting the rules of online engagement, turning away from fast, chaotic content in favour of slower, more intentional experiences, according to Pinterest Predicts 2026. The platform’s annual trend report, launched officially in Singapore, offers a data-driven view of cultural shifts expected to shape consumer behaviour next year.

The report analyses the activity of more than half a billion monthly users and is powered by a combination of machine learning and human expertise. Pinterest says its predictions have achieved 88% accuracy over the past six years, making it a reliable guide for brands planning ahead.

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Digital overload meets nostalgic comfort

Pinterest calls the current digital landscape “ambient chaos”, defined by content overload, overstimulation, and constant online noise. In response, Gen Z is seeking grounding experiences online, shaping three cultural drivers for 2026: emotional comfort, curated self-expression, and grounded optimism.

“Gen Z is overworked, overscheduled and overwhelmed. They are always planning and scheming how to be more productive with their time, looking for hacks to save little bits of their time and energy. So it is no surprise they’re looking towards a distant past they have only heard of, but probably never experienced – those 'nostalgic' days when life was simpler," said Vivek Iyyani, founder of Millennial Minds at the Singapore launch of Pinterest Predicts 2026. 

Amid uncertainty, Gen Z is gravitating towards tactile, familiar, and emotionally grounding activities. Globally, nearly one in four Pinterest users say they are engaging in more nostalgic activities, from collecting vintage items to revisiting childhood hobbies.

Analog habits are making a comeback. More than a quarter of Gen Z and Millennial users report rediscovering handwriting or letter-sending. Singapore leads the trend: Gen Z Singaporeans are 4.12 times more likely to engage in the 'Pen pals' trend than the average Pinterest user, reflecting a desire to slow down and reconnect.

From imitation to intention

Pinterest Predicts shows that Gen Z is moving from trend-following to intentional curation. Nearly four in 10 say trends make them feel creative, using Pinterest to design spaces and aesthetics that reflect their identity rather than simply copying global trends.

Maximalist 'Glamoratti' aesthetics are resonating strongly, almost six times more popular among Gen Z in Singapore than among global users. Crochet-inspired 'Laced up' looks are trending across APAC, nearly five times more popular among Singaporean Gen Z than in Japan or Australia.

Heritage-led interior design is also on the rise. Searches for 'African boho living room' and 'afro chic home decor' have surged under Pinterest’s 'Afrohemian decor' trend. Nearly half of users (45%) are drawn to warm, comforting colours, while over a quarter (26%) say refreshing their home improves their mood. For brands, this signals growing demand for homeware and lifestyle products that combine personal expression with emotional comfort.

Pinterest says Gen Z’s approach reflects “grounded optimism”: imagining brighter possibilities while staying rooted in reality. The report notes a move away from doomscrolling and viral pressure toward mindful, intentional exploration.

“Gen Z is quietly leading a cultural reset to find their own space amid ambient chaos,” said Ayumi Nakajima, senior director of content partnerships, APAC at Pinterest.

“They are building a new rhythm and moving away from the doom scrolling seen on other platforms, choosing instead to search with intention. For brands, this is a unique opportunity to connect with Gen Z at their most creative and decisive moments," added Nakajima.  

What this means for marketers

Pinterest Predicts 2026 signals a shift in what drives engagement. While the past decade emphasised virality and rapid trends, next year will reward brands that show up consistently, authentically, and with clear values. For marketers targeting Gen Z, this means creating campaigns that support self-expression, reflect emotional needs, and enable curated experiences.

Trends such as 'Glamoratti', 'Laced up', and 'Afrohemian decor' highlight how Gen Z uses digital inspiration to shape both personal style and home environments. Brands that understand these nuanced preferences can engage with consumers at key moments, turning discovery into meaningful action.

Pinterest’s predictions build on this year’s trends, where brands leaned on bold formats, nostalgic cues, and playful provocation to stay visible. The year’s digital trends showed that success is no longer just about chasing virality; instead, brands are increasingly tapping into visual novelty and emotional connection to resonate with audiences.

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