Parents on Pinterest

Parenting, as they say, is the hardest job you’ll ever love. And as we learned in our recent post about parents on Pinterest, modern parents have a lot to juggle and often look to outside resources for advice.

1 Pinterest internal Survey 20172 Pinterest category usage study, Sept 2017

Parents want to hear from youPinterest is also a place where parents are open to hearing from brands. They especially welcome ideas about products and services that help with major parenting tasks including cleaning, cooking, shopping and commuting. In fact, some 74% of moms 18–49 on Pinterest say they find content from brands useful.2

56%

81%

of parents on our platform say it is their go-to destination for learning about parenting services and products.1

of the parents on our platform find it so useful they say they could not live without it.1

Parents turn to Pinterest

Chew on thisPicky eaters As anyone who has ever shared a table with children can attest, family meals are not without stress: 39% of parents are faced with children complaining about food, 39% say they give into kids’ requests, and 33% cook separate meals for different family members.

Targeting tips● Inspire parents with Pins featuring

quick and wholesome recipes that will go over well with the entire family.

● Families want to get outdoors more. Provide them with meal ideas for an active lifestyle.

● As families grow, parents want to budget more. Provide recipes for batch cooking to help them keep costs down.

38%of parents find the Pinterest mobile app the most helpful app for preparing meals.4

Top Pins

Kid friendly Healthy meals

Colorful desserts

Check out our food report for more information on Food on Pinterest

64%of parents on Pinterest eat dinner with their families most nights.4

4 Mintel, “Lifestyles of Young Families,” Jan, 2017

It’s where the heart is

Targeting tips● Parents want to make the most of

the space that they have. Provide them with ideas that help them organize their homes in fun, stylish ways.

● Parenting is no joke. Today’s parents want to carve out spaces in their homes where they can relax and recharge. What’s your brand’s suggestion for a Zen space or a yoga zone?

● Everyone needs a little space to curl up with a good book, and reading corners are on the rise. Think about ideas that can help parents create reading nooks for kids and adults alike.

Top Pins

Reading corner Organization

Master bedroom decor

Check out our home report for more information on Home on Pinterest

1 in 3parents on Pinterest find it the most helpful app for decorating a room5

Home baseParents turn to Pinterest for help with home improvements, especially organization and maximizing space. People on Pinterest are 44% more likely to buy home decor items than people who aren’t on the platform, and they spend 27% more when they do.6

5 Pinterest internal Survey 20176 Oracle Data Cloud, Pinterest

retail audience profile, May 2017

Dressed for success

Top Pins

Designer shoes Preppy tops

Color coordinated outfits

For more information on Style on Pinterest, check out our style report

Trend settersParents also want their kids to look good: 42% say they want their kids clothes to be stylish. And they value their kids’ opinions too: 77% of parents consult their children when making clothing purchases.8

Targeting tips● Parents are looking for

sophisticated kids’ clothes, ones that reflect adult fashion. How does your brand offer apparel that’s keyed into the latest trends?

● If your brand has fancy footwear for kids, feature it in lifestyle images on Pinterest to help parents plan winning outfits for their little ones

35%Pinterest reaches 35% of parents who bought kids’ clothing in the past 6 months7

7 Comscore Media Metrix July 20178 Mintel Kids Clothing 2017

Oh, the places you’ll go!

Top Pins

Packing tips Travel ideas

Kids entertainment

Check out our travel report for more information on Travel on Pinterest

Memory makersMillennial parents are choosing to focus on family, making memories, and finding more time to pamper themselves. 44% of moms say they want more time for self-care like a spa day or a girl’s night out.10

Targeting tips● Provide tips for parents on how to

make family vacations hassle-free and inspire them with ideas for personal time.

● Make sure you reach maxed-out moms with opportunities for “me time,” girlfriend getaways and other recharging escapes.

● Staycations are on the rise: Think about ways your brand can help, whether it’s recipes families can make together, outdoor games kids can play, or entertainment ideas everyone will love.

1 in 2people on Pinterest will plan a vacation in the next 6 months9

9 Deep Focus Intelligence Group, US data, Mar 201610 Mintel Report 2016