"“This narrative is really important because it's changed over the past year. We started working on this idea about a year ago. How are we going to come out to the world about what we stand for and especially in this current moment in time? How do we differentiate ourselves from social media?” Wells said."
"“I've done a lot of campaigns. I love this business. But reaction to this work has been moving because it struck a chord and we see it around the world... I think it strikes a chord. It's a nostalgic yearning for a time that has passed and also this feeling inside use that we're missing something that people in the 60s, 70s and even 80s had before all these devices. Interestingly enough, Pinterest has always been about getting new ideas and then getting you off Pinterest. We just never really articulated it that way.”"
"“Gen Z is rejecting the very technology it grew up on. What makes it so interesting is they're not just asking for less screen time, they're asking for the things that screens replaced,” she said."
Pinterest’s brand campaign “How Did They Do It?” challenges digital and social media practices that keep users engaged through auto-playing videos, endless scroll, and dark patterns. Pinterest frames its differentiation around a narrative that explains what the platform stands for in the current moment. The campaign is supported by data showing that many users believe Pinterest discoveries lead to positive, real-world experiences and help support personal goals more than other platforms. Pinterest also connects its approach to nostalgia and a sense that people feel something is missing from earlier decades before pervasive devices. Gen Z is described as rejecting the technology it grew up with and seeking the offline things screens replaced.
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