Advancing Advertising for Good: Pinterest’s Commitment to Positivity and Mental Well-being

In the rapidly evolving digital landscape, Pinterest distinguishes itself as a beacon of positivity and mental well-being. The "Pinners First" philosophy is the heart of Pinterest, ensuring a safe, inclusive, and inspiring space for users. Critical to this mission is the platform's focus on mental health, particularly for Gen Z, its largest and fastest-growing demographic. Innovations like default private profiles and improved connectivity features exemplify Pinterest's commitment.

Research underscores Pinterest’s impact on user well-being. A partnership with UC Berkeley's Greater Good Science Center found that just 10 minutes a day on Pinterest can shield Gen Z college students against the rising tides of burnout and social disconnection. This benefit is not confined to the US; similar results were observed in several other countries. Users report that Pinterest consistently contributes to their mental health, a sentiment significantly stronger than what's found on other social platforms.

This dedication to positivity is woven into Pinterest's content policies. The platform has taken clear stands by banning political campaign ads, health misinformation, and climate misinformation, thereby cultivating a trustful and supportive environment. 

Inclusive features, such as detecting hair patterns in over 1.2 billion images and offering diverse beauty and fashion search options, engage users more deeply, enhancing their online interactions and boosting self-confidence.

Positivity extends beyond the users to Pinterest’s workforce. Employees are encouraged to contribute to their communities, supported by paid time off for volunteer activities, reinforcing the importance of social good.

Understanding that 90% of Pinners seek positivity, Pinterest ensures its ads complement rather than intrude on user experiences. This thoughtful integration, combined with evolving performance advertising capabilities, is attracting substantial investments from major brands. Brands recognize the unique value - Pinterest ranks #1 in having a positive impact on users' lives and inspires them to take constructive actions more than any other platform.

In conclusion, Pinterest is forging a transformative path in advertising, anchored in the principles of positivity and mental well-being. By fostering an inclusive community where emotional well-being is prioritized, Pinterest proves that a successful business model can thrive on the bedrock of positivity. Through these efforts, Pinterest is not only impacting its users but also setting a new standard for the industry, advocating for a harmonious blend of business success and emotional health.

Hear more from Pinterest during the "Advertising For Good" panel with social platform subject matter experts at ADVANCE 2024, September 18 in NYC.

Let’s advance together—see you in NYC!