Why Gen Z Is Driving Pinterest’s Most Radical Marketing Shift Yet with Xanthe Wells

What if social media wasn’t really social—but instead, a space for self-discovery?

This week, Xanthe Wells, VP of Global Creative at Pinterest, joins me to unpack how Pinterest is redefining the way people interact with content, brands, and their own identities. Unlike other platforms, Pinterest isn’t about followers or fleeting trends—it’s about inspiration, aspiration, and personal growth.

Xanthe shares how Gen Z is using Pinterest differently, why identity-based marketing is the future, and how brands can tap into this shift to create more meaningful connections. We also discuss the evolution of social media, the changing landscape of digital marketing, and what brands need to do to stay relevant in 2025 and beyond.

If you’re looking to understand where digital marketing is headed and how to align your strategy with the changing behaviors of today’s consumers, this episode is packed with insights you won’t want to miss.

About Xanthe:

Xanthe is currently VP of Global Creative for Pinterest and runs the House of Creative under CMO Andréa Mallard.

Since arriving at Pinterest in November of 2022, Xanthe has been driving the brand's creative transformation and has been responsible for a major step change in creative output. Her team’s work has resulted in unprecedented ROI for each of the major initiatives she has led, most notably the launch of the global creative platform “It’s Possible,” the 2024 Pinterest Predicts campaign and report, the record-breaking Cannes Manifestival, Pinterest Presents and the best performing brand campaign in the company's history.

Her team’s creative output has beat all previous benchmarks and driven increased monthly active users on the platform, surpassing over half a billion MAU in 2024.

Connect with Xanthe:

https://www.linkedin.com/in/xanthewells/

Connect with Veronica

Instagram: https://www.instagram.com/vromney/

LinkedIn: https://www.linkedin.com/in/vromney/

If you're serious about advancing your career in marketing and you're looking for some personal insights into how then I invite you to schedule a free Pathway to Promotion call with me: https://pathwaycall.com/

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