![]() “Pinterest provides that little positive inspiration oasis, which we've been able to prove through research as well,” Petrunoff told AdNews. Petrunoff said that the platform’s highest growth in both users and engagements is the Gen Z community, one of the key reasons being a desire to escape the “toxicity” of traditional social media platforms. “We're seeing when marketers and advertisers get on the platform, they're coming back, so we're really lucky to be growing in what I appreciate is a challenging year for other businesses.” Petrunoff said that it's fortunate that Pinterest is a “very different platform” to the likes of its competitors in the social media space, with one of the roles Pinterest is playing in the ANZ market very much focused on educating the advertising agencies and marketing community about those points of differences. “We’ve done research that shows that 60% of consumers say that they will consider, buy from and trust a brand that they find in a positive environment, so it’s a pretty compelling reason as to why brands would want to be in a positive environment,” said Petrunoff. Whether it’s ensuring search tools display different hair patterns and diverse skin tones, strengthening election integrity by directing searchers to official resources or prohibiting all ads with weight loss language and imagery, Melinda Petrunoff, Pinterest’s country manager for Australia & New Zealand manager, said that building a positive and inclusive platform is at the centre of everything Pinterest does. ![]() Pinterest is positioning itself as a platform focused on positivity, prioritising inclusivity, trust and safety as key reasons for both users and brands to get involved. ![]()
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