If last summer was for the 365 party girl, this year it’s all about the digital detox.
At least that’s according to Pinterest’s 2025 Summer Trend Report. Sourced from internal data from January 2025 until March 2025, the social media platform found that Pinterest users are putting down their devices and embracing slower, more intentional ways of living. That is when they’re not scrolling Pinterest, of course.
A 2024 study from Pew found that nearly half of American teens are online “almost constantly.” Now it seems they are taking matters into their own hands, with searches for a “digital detox vision board” trending up by 273%, and “digital detox ideas” also up by 72%. From embracing dumphones to simply going outside to touch grass, in 2025 it seems Gen Z are serious about getting offline and reconnecting with the world around them.
The data backs this up: according to a recent survey by ExpressVPN, 46% of Gen Zers are actively taking steps to limit their screen time. Also catering to the demand, the market for digital detox apps is now projected to reach around $19.44 billion by 2032, up from approximately $0.39 billion in 2023, according to Dazed.
Rather than scrolling, Pinterest users are instead looking to have a “Martha Stewart summer,” complete with farm-to-table cooking, urban gardening and detox summer drinks. According to the report, searches for “Martha Stewart aesthetic” were up by 2,889%, the biggest increase behind “lip gloss keychain” (up 3,045%).
Trends like ‘cottagecore’ and the ‘trad wife’ movement have been gaining momentum in recent years as young people in particular seek simplicity in a world that feels increasingly chaotic and uncertain. Now a combination of nostalgia for a simpler time and screen fatigue has Gen Z putting down their phones and embracing their inner Martha Stewart.
If you want to find Gen Z this summer, catch them nature bathing (searches up 32%), hosting book retreats (up 265%) or crafting (up 106%) in the “Switzerland countryside” (up 177%) or an “Irish forest” (up 33%). Perhaps they won’t even post about it.
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