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How a hub for creativity is also a hub for conservation

By 

  • Mia Ketterling, Sr. Global Sustainability Lead, Pinterest

Tiger mother and cubs near tall grass

© Souvik Kundu / WWF

Users come to Pinterest for creativity. From palette-inspiring landscapes, to humbling images of wildlife in their natural habitats, to ready-to-use resources for educators to catalyze the next generation of biodiversity stewards. Opening a board on Pinterest can serve to open the door to nature.

Pinterest and WWF have been working together since 2018 to help make the platform a positive place for wildlife. As a founding member of the Coalition to End Wildlife Trafficking Online, Pinterest works alongside others in the industry to prevent the sale of endangered species. This includes through:

  • Updating our advertising and community guidelines regularly to adapt to the latest trends in illegal wildlife trade
  • Incorporating known search terms used to avoid detection into block filters to automatically detect prohibited wildlife content
  • Participating in WWF’s Wildlife Cyber Spotter employee engagement program to help surface prohibited content
  • Engaging Pinterest users to help them better understand which species are protected and prohibited
  • Sharing learning with other companies through the Coalition to End Wildlife Trafficking Online and other forums like TrustCon.
  • Participating in primary research alongside WWF and partners to advocate for stronger protection of primates from the illegal trade online.
A screenshot with text warning users that selling endangered animals and products made from their parts isn't allowed on Pinterest

© Pinterest

Pinterest’s commitment to sustainability extends to our global operations and our role as a platform that inspires action on the climate crisis. We have made strong operational progress, including achieving and sustaining 100% renewable electricity across our global offices since 2022. Furthermore, we are on track with our Science Based Targets initiative (SBTi) goals, having achieved a 73% reduction in absolute Scope 1 and 2 GHG emissions and an 81% reduction in Scope 3 GHG emissions per USD gross profit by 2024 against our 2027 targets.

Central to our efforts leveraging the platform to promote sustainable behaviors and integrity are these initiatives:

  • Climate Misinformation Policy: In April 2022, we rolled out a climate misinformation policy, becoming the first major digital platform to have clear guidelines against false or misleading climate change information in content and ads.
  • Editorial Content and Inspiration: We use content to drive sustainable actions, with increased searches for topics like "zero waste tips" and "recycling clothes ideas."
  • Thrift Shop: In 2025 we launched the Thrift Shop, a first-of-its-kind shopping activation that positions Pinterest as the essential destination for Gen Z to discover pre-owned and thrifted goods, directly promoting the circular economy.

We are also focused on responsible business growth, including partnering with our cloud service provider on understanding the environmental impact of our use of third-party data centers. This holistic approach is guided by our strategic framework, which embeds sustainability across our product, operations, and community. Learn more about Pinterest’s sustainability work on impact.pinterest.com.

Note: The views expressed in this post do not necessarily reflect those of WWF.

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