Pinterest's trend report is a fairly accurate indicator of how trends move. For brand strategists and designers, it's also a good indicator of what clients will ask for in the coming year. I've reviewed this year's predictions and highlighted patterns that shape consumer behaviour beyond visual preferences. I'm happy to hear your thoughts and whether anyone has noticed shifts the report hasn't captured.

Everything is bigger, bolder, more colourful, and layered, with constant references to being fuller of life and abandoning minimalism. This rebellion against simplification and constant optimisation was not only expected, but it is deeply natural. People are wired for gathering information through their senses. Not only is this method effective, but it is also pleasurable. And complex environments that engage multiple senses provide the desired stimulation. 

The focus on nostalgia is equally unsurprising. Calling it an emerging trend is incorrect, since collective nostalgia has always been present. Nostalgia fulfils several important psychological functions. It provides a sense of continuity, boosts purpose, and strengthens social connectedness. How it shows up in trend reports changes, but the underlying motivation for connection, purpose and a sense of self stays. 

Trend reports like these have a limited value to luxury houses. However, we’re seeing consumers’ expectations shift toward values the luxury industry espouses: sensory complexity, layered experiences, elaborate aesthetics, and a grounding in history and heritage. It remains to be seen whether this is a reactive shift or a more definitive sign that people are seeking depth of experience, including in consumption.