Daily Insights

Pinterest’s Down-To-Earth Promotions

By: Mackenzie Baker | Apr 21, 2020

With Earth Day approaching, and small businesses across the U.S. struggling financially, Pinterest is filling two needs with one deed. 

Pinterest created the “Pinterest Shop” in late 2019 to promote small businesses on the platform. The platform, which has high interactivity rates of more than 100 million users according to a Gartner report, is now using its shop to support those in need. In honor of Earth Day on April 22nd, Pinterest is highlighting environmentally-sustainable businesses on the Pinterest Shop. The platform is displaying hundreds of shoppable posts from 21 small businesses around the country—the initiative could help provide much-needed exposure for small, mission-driven businesses hit hard by the Coronavirus pandemic. 

Pinterest already planned to highlight eco-friendly businesses in honor of Earth Day this year, but after searches on the platform for “support small business” jumped 351% due to the effects of the COVID-19 pandemic, the platform decided to launch the efforts in tandem. Pinterest has also seen an increase in sustainable search terms, such as “zero-waste products” and “sustainable gifts”, which could help it narrow in on what users want to see in the shop. Promoting sustainable, small business shopping allows Pinterest to continue cultivating its digital shop—the brand began growing its shopping features earlier this year. 

Pinterest is helping customers feel good about their shopping by providing them with in-need, sustainable businesses. The platform is also lending a hand to small businesses, who could gain much-needed exposure during these economically challenging times.