An insider's guide to reaching Gen Z on their new go-to platform

Published: 30-Apr-2024

Tom Spratt, Pinterest UK's Head of Beauty, reveals how Gen Z – the platform’s fastest growing demographic – is using the inspiration destination

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Due to the ever growing influence of Gen Z, brands are scrambling to uncover how to attract and retain the generation which makes up a huge 15% of the UK’s population.

Gen Z are also a league of beauty lovers, as a recent survey revealed that 60% purchase beauty products before the age of 14. This makes their spending power enormous and an important demographic for brands to crack.

As well as being large in number, Gen Z are also very changeable in their opinions and needs. Coupled with ever evolving beauty trends, this can make it hard to cater to their exact wishes. 

At Pinterest, Gen Z is the platform’s fastest growing demographic, and make up half of our overall users. They

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