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Aspiration nation – why we all want a piece of Pinterest

Pinboards by Shannon Lamden on Flickr

Twitter is for now and Facebook’s for yesterday – but you can see the future on Pinterest. From recipes, wishlists and wedding plans to visualisations of new romantic partners and dream homes, this virtual pinboard has it all.

In a neurotic, self-obsessed, keeping up with the Joneses world, what could be better than a social network that defines not so much who you are, but who you want to be?

Pinterest’s 70 million users (“pinners”) share what they want, not what they own. For a generation where identity is built around shared ideas and experiences, Pinterest could be the de facto social network.

“Pinterest is a search engine, first and foremost” says Sarah Bush, Pinterest’s UK country lead. Pinterest wants to take on Google – by being a social discovery engine where images are curated by other people. A Google search for “red dress” (for example) will serve up a selection of sponsored links under the “shopping” tab – Pinterest gives you a range of styles selected and commented on by fellow users.

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