The company released a marketing playbook outlining how to inspire offline activity instead of encouraging infinite scrolling.

Pinterest is continuing its anti-social media promotional push with a new report that highlights how younger users increasingly want to use online connections to fuel offline experiences. The playbook also explores how Pinterest plans to play a role in that.

According to Pinterest, 40% of Generation Z users said they wish social media had never been invented, and 63% of Gen Z adults want to unplug in a more intentional way.

Pinterest said this trend is reflected in its own platform’s usage data:

“On Pinterest, we watch intent signals every single day, and we’re seeing year-on-year jumps in searches such as ‘things to do instead of scrolling’ +365%, ‘analogue aesthetic’ +260% and ‘dumb phone’ +150%,” the report said. “Plus, there’s been an uptick in searches for offline inspiration such as ‘travel sticker collection display ideas’ +74%, ‘coffee station ideas party’ +624% and ‘bedazzle headphones’ +1,233%.”

Pinterest said that most social platforms design their systems to keep users locked into a loop of continuous scrolling in order to maximize ad revenue.

However, Pinterest said it wants to change that because the company believes this will deliver a better user and advertiser experience.

“When people are stuck in the loop, passively scrolling, they’re browsing a continuous feed without a clear goal or time limit,” Pinterest said. “And in this context, ads don’t land — they become part of the scroll, and are more likely to be ignored than acted upon.

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