• "Pinterest is where Gen Z goes to shop," CEO Bill Ready said on Pinterest's Q1 earnings call.
• Gen Z has been "raised on an internet of visual content" and likes to search visually, he added.
• Pinterest reported that revenue rose 16% in Q1, sending stock up as much as 18% after hours.

Millennials had the mall. Gen Z has Pinterest.

On its first-quarter earnings call on Thursday, Pinterest's CEO, Bill Ready, said Gen Z users are engaging heavily with the image-sharing platform. Gen Z are those who were born between 1996 and 2010.

"We've made Pinterest a destination for our users, particularly a shopping destination," Ready said on the call. "Pinterest is where Gen Z goes to shop."

Ready said that a key driver of Pinterest's success is its ability to connect users to products and aesthetics "they may not have the words to describe."

"This is especially relevant for Gen Z, our largest and fastest-growing user cohort, who have been raised on an internet of visual content," and like to search visually, the CEO said.

Pinterest execs also touted Gen Z in examples of how advertisers are finding value on their platform.

Chief financial officer Julia Donnelly said advertisers valued Pinterest's insights into consumer behaviour, especially for Gen Z users who are making "significant" decisions such as selecting insurance or a credit card for the first time. The CEO highlighted PacSun, a clothing brand he said was popular with Gen Z, and said the retailer saw a higher return on ad spending with new Pinterest features.

The company's first-quarter revenue grew 16% to $855 million compared to the same period last year. Monthly average users, an important metric for media companies, grew 10% year-on-year.

AI also played a role in the company's strong quarter. Ready said Pinterest has been using AI to personalize user experience and to improve the platform's visual search capabilities.

"It also makes us a highly valuable partner to advertisers that are looking for early signals on how consumer trends may be shifting before it shows up in traditional purchasing data," he said of AI.

Pinterest stock jumped as much as 18% after-hours on Thursday on the heels of encouraging second-quarter guidance.

Pinterest, which is most popular for searching travel, style, and home decor ideas, saw a slowdown in user growth post-pandemic. It has since rebounded due to increased focus on shoppability and engagement from Gen Z users.

Gen Z, most of whom are in their 20s, has a reputation for taking their life and careers slow. Some research shows members of this generation are not drinking, driving, working, or taking risks as much as other age groups did at their age.

In addition to Pinterest, Gen Z is being credited for the revival of the image-blogging platform Tumblr, which reported that 50% of its active monthly users in 2025 are Gen Zers.

When it comes to their shopping habits, Gen Z is often associated with "underconsumption core," a trend that's all about buying less and rejecting influencer marketing.

Pinterest did not immediately respond to a request for comment from BI.

• Gen Z's intrigue with the papal conclave surged because they'd had a juicy primer in the film "Conclave."
• The movie offered a fictional glimpse into the secretive papal selection process.
• "Conclave" became a box-office hit, resonating with Gen Z's love for drama and exclusivity.

I have a confession.

I saw "Conclave," the movie, five times in the theater.

It's shocking, I know, in an era when movie theater attendance has been tanking, but it meant I was well-prepared for this week's real-life event and the inner machinations of the cardinals who ultimately selected Robert Francis Prevost to be the next pope.

It also meant I understood all the Gen Z hype around it.

First, there's "Pope Crave," a play on the popular "Pop Crave" X account, which has transitioned from sharing "Conclave" film memes to reporting live from the event itself.

Then there were TikTok edits and betting pools. Even NBC's Steve Kornacki, another unlikely Gen Z icon, jumped in, breaking down the conclave à la his popular election coverage — signature khakis and all.

So why the huge surge in interest in the real conclave — and the film?

Gen Z loves access, exclusivity, and drama

In an age when social media and direct virtual access have come to dominate politics, the movie gave Gen Zers a fictional glimpse at what might happen behind closed doors — an inroad into a ritual that, by design, is shrouded in secrecy and pomp. When the real event rolled around, anyone who had seen the film could feel like they were already in on the secrets.

Some of the most affecting parts of the film are grounded in the humanity of its holy men: The throughline of Ralph Fiennes' Cardinal Lawrence, the dean of the "Conclave," is his growing detachment from his own faith. Factions snipe at each other, the purest of men are petty and short, and the desire for power and institutional stability is a blinding force for some. Those are certainly themes that are resonant for younger viewers who have often joked about constantly living in unprecedented times.

And those themes resonated with audiences: Conclave also emerged as a surprise box-office hit, a standout in a time when big superhero franchises and reboots are floundering. And, yes, it amassed its own barrage of TikTok edits — another Gen Z hallmark.

The film primed Gen Z for the actual event

It's like knowing Taylor Swift's catalog so well that you can spot the Easter Eggs in her newest music — you're naturally going to be a bigger fan, notice the inside details, and debate what it all means in the group chat.

The actual conclave meant that, unlike dramas such as "Succession" or "Game of Thrones," the movie crossed a little bit into reality; Gen Z came in with an acute, gossipy understanding of what might be happening behind closed doors and was ready to speculate. That offered the opportunity to edit, post, and bet away.

The film, and the actual event, also came at important times for Gen Zers. "Conclave" gained box office steam right around the 2024 election, suggesting an appetite for a contained story about a high-stakes and tumultuous election; the film's box office yields for the Friday and Saturday following the election both came in over $1 million. (I did not pay for five individual viewings. As a sober-curious, subscription-maximizing young person, I'm a member of AMC A-List, which allows me to see four movies a month for just under $30.)

The appointment of a new pope comes at a consequential life stage for many Gen Zers, even as the share of young Catholics in the US shrinks: Many in my age cohort are considering marriage or having their first children. A new pope might dictate how much, if at all, they choose to be involved in their religion or raise a child within it.

Now, ironically, we're in a world with a new pope tailored to the Gen Z age: Folks are already combing through his X account and finding his political takes. Welcome to the official Pope Crave era.

Do you have a story to share about the conclave (real) or "Conclave" the film? Contact this reporter at [email protected].