Pinterest’s VP of global creative explains why trend fatigue is real, the mainstream is fading and what brands need to understand about how people are discovering — and reshaping — culture today.

The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.

In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.

The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO.

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For years, the advertising industry has been obsessed with "purpose." It was the golden ticket for brands looking to connect with a younger, more conscious generation.

But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead.

In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth.

The sound bite

"Purpose-led marketing is dead."

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For years, the retail playbook was simple: Cut the price, drive the sale. But in the age of AI, the playbook is changing every day.

And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.

In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.

The key takeaways

1. AI is transforming the shopping experience, making it more personalized and efficient.
2. Consumers are spending earlier this holiday season, indicating a shift in shopping habits.
3. Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.
4. Brands must capture every interaction with customers to enhance their shopping experience.
5. The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.
6. Creative marketing and brand identity remain crucial in a world increasingly driven by AI.
7. Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.
8. The future of retail will be shaped by how well brands adapt to AI and consumer expectations.

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What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.

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