Gen Z Rekindles 'Old Internet' Vibe with Pinterest Amidst Digital Drains

In an increasingly saturated and often "insufferable" digital landscape, a curious phenomenon is unfolding: a collective yearning for the "old internet." This nostalgia, largely driven by Gen Z, is manifesting in a viral 2016 trend across social media platforms, featuring throwbacks to flower-crown Snapchat filters and artfully arranged brunch flatlays. More significantly, it’s leading a new generation to rediscover platforms like Pinterest, seeking an online experience that feels less draining and more genuinely inspiring, according to CNA Lifestyle.

The Quest for a Kinder Internet

While digital detoxes and reduced screen time are common recommendations for combating online fatigue, some argue that the solution isn't necessarily to go offline entirely. Instead, there's a growing desire for platforms that recall a time when the internet was primarily fun and fostering of creativity. The current iteration of the internet, with its "AI slop" and algorithmically charged feeds, has prompted many to seek out spaces that encourage earnestness and curiosity, rather than constant reactive engagement. This pursuit has led individuals to explore Substack newsletters, YouTube video essays, and, notably, Pinterest boards.

Pinterest: A Haven from the Algorithmic Feed

For many, Pinterest stands out as a "slower corner of the web," offering a stark contrast to the "addictive drip feed of dopamine" found on platforms like TikTok and Instagram. Unlike social media giants, Pinterest, despite its widespread use, never quite achieved the same level of pervasive traction, which ironically now positions it as a sanctuary. Returning to the platform in recent years has revealed an online experience that leaves users feeling inspired, not drained, and, crucially, free from the pervasive "AI slop" that has begun to infiltrate other platforms. This unexpected re-engagement underscores a collective longing for an internet where scrolling cultivates aspiration rather than exhaustion, as noted by CNA Lifestyle.

Gen Z's Intentional Self-Discovery

Interestingly, Gen Z has emerged as Pinterest’s fastest-growing demographic, accounting for over 50 percent of its monthly active users. Ayumi Nakajima, Pinterest’s senior director of content partnerships for Asia Pacific, observes that Gen Z users are "much more deliberate and intent-driven" than other demographics. Their "intentions," however, often diverge from specific tangible goals. Instead, Gen Z leverages Pinterest for a journey of "self-discovery, self-expression and curation," exploring styles and aesthetics without the pressure of judgment or public persona creation. This intentional, private exploration is why undergraduate Britney Lim, a long-time Pinterest user, perceives the platform as a "safe place to get inspiration" with a "calm, predictable and reliable vibe."

Beyond Social Comparison: A Tool for Individual Growth

The platform's appeal for intentional self-discovery extends beyond personal aesthetics. Image consultant Annabelle Siena Lim utilizes Pinterest to create personalized boards for clients, illustrating wardrobe revamps or showcasing suitable colour palettes. This visual approach helps clients immediately "visualise who they want to be" and assess alignment with their values. Nakajima further highlights how the ongoing collection of visual images on Pinterest serves as a unique documentation of evolving style and identity. Crucially, the platform fosters a personal, private space where users are "not comparing yourself against others," which is a significant departure from the prevailing social media experience, according to CNA Lifestyle.

Reclaiming Purpose in the Digital Age

The current emphasis on finding alternatives to the "enshittification" – a term coined by Cory Doctorow describing the deterioration of online services due to profit-seeking – of the internet feels particularly pronounced among Gen Z. This generation, increasingly embracing conscious lifestyles through trends like day clubbing and sober-curious drinking, is also actively seeking to avoid the "vortex of social media algorithms." As Vivek Iyyani, founder of Millennial Minds, notes, while completely eliminating social media is likely unrealistic, seeking a "different type of interaction where we can feel better about ourselves while scrolling" is a valid goal. Ultimately, the burgeoning interest in platforms like Pinterest suggests that the "old" internet wasn't merely about a specific era, but about an intent: logging on to explore, collect, and linger with purpose. Choosing how and where we scroll may indeed be the closest we come to reclaiming that more gentle and purposeful online experience.