Why younger people are planning a Martha Stewart inspired summer
This summer’s biggest trend is not what you would expect.
I’ve always been the person who would rather spend a weekend hiking a trail or visiting a local farmer’s market than scrolling through my phone.
There’s something about being surrounded by nature, sourcing fresh ingredients, and creating a beautiful meal that feels grounding—and I’m not alone.
Lately, it seems like more and more people are craving that same connection to the real world.
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People are planting herb gardens on their balconies. TikTok is filled with videos of backyard dinner parties and homemade sourdough. And now, a new Pinterest summer trends report reveals that Gen Z is leading the charge.
Forget endless screen time: this summer is about embracing slower living, nature-filled experiences, and, yes, a little bit of Martha Stewart style inspiration.
The aesthetic is vintage-meets-modern: think rustic table settings, fresh garden recipes, and outdoor gatherings.
But what’s driving this shift? According to new data, it’s more than just a vibe. It’s a full-on cultural movement that could reshape how people of all ages approach their time off.
Gen Z craves more connection, less scrolling this summer
Younger consumers are leading a subtle but powerful lifestyle shift. A new Pinterest summer trends report suggests Gen Z is turning away from the “always on” digital mindset and toward a more intentional way of living.
At its core, this isn’t about aesthetics—it’s about how people want to spend their time.
The data shows it clearly: searches for “Martha Stewart aesthetic” have surged nearly 3,000%, while interest in “from garden to table” meals and outdoor entertaining is sharply rising.
This summer, Gen Z wants perfectly imperfect garden parties. They’re leaning into slower, tactile experiences—whether it’s hosting backyard dinners, crafting herbal cocktails from homegrown ingredients, or thrifting decor that brings personality to their spaces.
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Even travel choices reflect the mood. Pinterest reports rising interest in destinations like Switzerland's countryside and Irish forests (yes, please!).
It marks a notable shift from the hyper-curated, Instagram-perfect vacation spots of recent years. Now, book retreats and nature-focused getaways are gaining traction as Gen Z looks to recharge offline.
The message is clear: this generation isn’t logging off completely. They’re seeking balance, craving offline moments that feel meaningful, and showing a growing interest in digital detox experiences.
Why brands should lean into Gen Z summer trends
For brands across categories, this isn’t just a fun summer trend; it’s a valuable insight into Gen Z’s evolving priorities.
Consumers are hungry for products and experiences that support a more grounded lifestyle. That could mean chic gardening tools, elevated outdoor dinnerware, natural textiles, or curated book club kits.
Food and beverage brands have an opportunity to lean into the “harvest” and “farm-to-table” energy that’s resonating. For brands paying attention to Gen Z summer trends, there’s an opportunity to meet this demand with products that fit the moment.
But this isn’t about slapping a ‘cottagecore’ label on a product and hoping it sells. Gen Z can spot fake vibes a mile away. Brands that offer authentic, well-designed products that truly enhance offline experiences will be the ones that win.
Pinterest itself is tapping into this moment with a new partnership with Joss & Main, featuring curated shoppable edits designed to inspire at-home entertaining.
Retailers like Anthropologie and Terrain are also leaning into this aesthetic, with curated outdoor collections and experience-driven marketing.
Pinterest’s global trends and insights lead Sydney Stanback puts it simply: “We’re seeing a clear shift toward slower, more intentional ways of living.”
For brands that understand this mindset, there is real room to connect this summer.
In the meantime, If anyone needs me, I’ll be in the backyard attempting a Martha Stewart moment...
