Pinterest: creating space for trust and safety online among teenagers

The Challenge

Pinterest is dedicated to fostering an inspiring and supportive community where users feel safe and comfortable. However, the broader social media environment presents challenges in maintaining a positive atmosphere.  

The key challenge Pinterest faced was balancing its mission to foster an inspiring and safe community while tackling the toxicity and comparison culture prevalent on social media, particularly amongst teenagers. Our client needed to understand how teenagers experience safety issues on social platforms to develop protective features and resources. This required deep insight into teens’ digital experiences and behaviours to inform product decisions that would support their wellbeing. 

The Approach

Through iterative and immersive methods such as online journaling, virtual in-depth interviews and an online survey, we explored the concepts of trust and safety in social media. This approach provided Pinterest with a deep understanding of how these issues manifest in the digital experiences of young users, including the competitive benchmarking and opportunities for Pinterest to lead in this space.  

The Impact

Pinterest used the insights from our research to shape its product strategy, integrating resources, partnerships, content and other key features. Despite the challenges faced across the industry, Pinterest has emerged as a leader in safeguarding the emotional and physical wellbeing of teenagers online.