This Halloween Pinterest raises awareness around cultural sensitivity

Posted on October 8, 2020 | by Shaneza Subhan

It’s spooky season which means millions of people are scouring Pinterest for Halloween inspiration, from decor, recipes to costumes.

Halloween may look different this year but that won’t stop the virtual masses from heading over to the popular social platform to search for that unique look that will be all over the ‘gram.

Although costumes are consistently a top-searched term around this time of the year, people may not be aware that certain costumes are appropriations of other cultures, and Pinterest is speaking up about it.

“As a platform for positivity, we want to make it easy to find culturally-appropriate Halloween ideas and bring awareness to the fact that costumes should not be opportunities to turn a person’s identity into a stereotyped image,” says the platform.

It’s important to remember that cultures are not costumes.

While the advertising policy has been in place since 2016, this is the first time Pinterest is taking it even further with new actions to reinforce that cultures aren’t costumes. Pinterest believes Halloween should be a time for inspiration and inclusion – not a time for insensitivity, so this year, Pinterest is taking the necessary steps to avoid insensitivity towards cultures by doing the following:

Prohibiting advertisements with culturally inappropriate costumes.
Making it possible for pinners to report culturally-insensitive content right from Pins.
Popular Halloween searches will show a pin at the top of results with resources and links to boards with information curated by Pinterest employee group PIndigenous and experts on how to celebrate thoughtfully and respectfully.
Working to limit recommendations for costumes that appropriate cultures in spaces like notifications and email.

While Halloween may be celebrated a little differently this year, Pinterest wants to inspire people to celebrate – no matter how they do so – in a culturally appropriate way.

Let Pinterest be your guide

“Despite the pandemic, Halloween certainly isn’t cancelled. Pinners are getting creative while staying safe this year by turning to at-home. “Halloween games” searches are up 10 times since last year. People are looking to decorate every room of the house, including creating a “haunted mansion bathroom” or a “Halloween themed bedroom”, which has seen a 9-fold increase.

Some are also planning to throw a “backyard Halloween party” but keep it distant-- searches for “Halloween costumes with masks” are now a whopping 27 times greater. And to lift the spirits of the neighbourhood, Pinners are shopping for “front yard decorations” seven times more than last year, according to Swasti Sarna, Insights Manager.

As people find the best ways for them to celebrate this year, Pinterest has also introduced the Pinterest Halloween guide for ideas on enjoying a thoughtful and respectful Halloween.

Happy Halloween!