This summer, everyone go touch grass — literally.
Pinterest has unveiled its latest 2025 Summer Trend Report, where digital detoxing will remain the theme of the season. Sourced from internal Pinterest global data from January 2025 until March 2025, the social media platform found that Pinterest users are ditching their screens in favor of the outdoors — with users embracing a slower, more intentional lifestyle. And ironically, searches for a “digital detox vision board” on Pinterest soared 273 percent and “digital detox ideas” are up by 72 percent.
Gen Z, in particular, is driving the return to real-life living with a summer filled with nature travel, rustic home decor and crafts and hobbies. The report’s authors noted that Gen Z is looking to disconnect from being chronically online and reconnect with the world around them.
Consumers are looking to have a “Martha Stewart summer,” complete with farm-to-table cooking, urban gardening and vibrant summer recipes — all to emulate the image maker’s enviable lifestyle, as she has continued to reinvent herself as documented on social media and beyond. Most notably, searches on Pinterest for the “Martha Stewart aesthetic” have skyrocketed by 2,889 percent.
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With a return to the basics, Pinterest users are not only connecting with nature but also looking for “summer detox drinks” (up 566 percent), with innovative beverage creations through using fresh produce to create new and refreshing cocktails. Pinterest searches for “harvest recipe” (up 680 percent), “from garden to table” (up 117 percent), “fresh summer recipes” (up 33 percent), “small backyard vegetable garden” (up 246 percent) and “flower garden” (up 259 percent) are sure to make both Stewart and Ina Garten proud.
Summer home decor trends are similarly taking cues from nature, as seen through the popularity of rustic aesthetics and farmhouse cottage interiors. Gen Z in particular is looking for unique and thrifted pieces — searching for “thrift decor,” “thrifted apartment,” “thrift decor ideas,” “thrifted room decor” and more.
Seeking out the charms of rural living as seen through the “homesteading” searches up 201 percent, farmhouse cottage gives interiors a more natural appeal with the usage of natural tones and textures — with brick, wood and vintage finds used to create the perfect garden escape.
As the warm weather takes hold, the latest travel trends double down on the digital detox. Looking to get back in touch with nature, Gen Z is ready to spend their vacation “nature bathing” and reading a good book — whether it’s seeking out the “Switzerland countryside” (up 177 percent), “Irish forest” (up 33 percent) or “Kilimanjaro mountain” (up 221 percent). Book retreats are also getting their spotlight with summer travelers looking for a literary escape to fulfill mental relaxation.
Whether it’s reading a book or hosting a book club, reading is cool again — especially over the years with celebrities getting in on the action, whether it’s Dua Lipa’s Service95, Dakota Johnson’s TeaTime or Reese Witherspoon’s book club. Gen Z is searching Pinterest for “book club crafts” (up 558 percent), “book club invitations” (up 173 percent), “book club stickers” (up 243 percent) and more.
Fashion nostalgia for the early 2000s style remains at an all-time high — the boho aesthetic fueled by Chemena Kamali’s fall 2024 debut collection at Chloé’s return to the uber-popular boho-chic that celebrities like Sienna Miller and Kate Moss popularized. Think crochet pieces, minidresses and short shorts.
As previously predicted by the 2025 Pinterest Palette report, dill green is this year’s summer color. The earthy, muted hue harkens back to this vintage-inspired hue. “Green jeans outfit for women” searches rose an eye-watering 1,627 percent while “crochet short dresses” searches skyrocketed by 2,030 percent.
Personal expression and celestial aesthetics take center stage on the beauty front — zodiac signs are fueling personalized looks. Feisty colors for Aries, tranquil hues for Cancer and vivid styles for Leo with “Virgo makeup” being the most searched-for on the social media platform by 2,006 percent. “And unsurprisingly, tropical fruits (up 142 percent), hibiscus florals (up 103 percent) and la dolce vita Italian summers (up 258 percent) are fueling the latest nail art.
Pinterest has partnered with Joss & Main to bring these summer trends to life through its shoppable curated style edit on the specialty home decor platform and through a creator-led shoppable dinner party series that brings to life menu ideas, style inspiration and home decor.
“This summer we’re inviting our users to make this the digital detox summer of 2025,” said Sydney Stanback, global trends and insights lead at Pinterest. “We’re seeing a clear shift toward slower, more intentional ways of living — whether it’s through hosting garden parties, joining book clubs or spending time in nature. We partnered with Joss & Main to show how anyone can host a memorable summer dinner party inspired by what’s trending on Pinterest —from dill green tablescapes to literary-themed gatherings. We believe inspired decisions on Pinterest lead to quality time offline.”
