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It’s possible for young people to feel supported, connected and hopeful in a digital age. The Pinterest Impact Fund backs the people and organisations making that real on the ground.
From social media to AI, rapid advances in technology are reshaping daily life faster than protections, norms or regulations can keep up. Our world is more digitally connected than ever, yet many people feel increasingly isolated. Challenges around identity and belonging are driving a growing need for emotional well-being support, while the systems designed to meet that need remain fragmented and underfunded.
The Pinterest Impact Fund is working towards a world where everyone feels safe, seen and celebrated in every part of their lives—both on and offline. That means expanding what emotional well-being support looks through investments in organisations on the ground, working to advance youth mental health and well-being.
Our approach: Investing in joyful, community-rooted well-being
We recognise that emotional well-being is multi-faceted, and can be supported in ways that are joyful and affirmative. Community environments and relationships create spaces where people connect, build identity, express themselves and find belonging.
This perspective informs how we invest. We prioritise organisations that are:
- Community-rooted and culturally grounded
- Designing innovative, non-clinical approaches to well-being
- Reaching young people in ways that feel relevant, accessible and trusted
Many of our Impact Partners are early in their growth and deeply embedded in the communities they serve. They are often led and staffed by people who reflect those communities—particularly those that have been historically underrepresented—bringing lived experience that strengthens their ability to design culturally resonant solutions. This proximity enables them to build solutions in ways that traditional systems cannot.
Our goal is to support and strengthen what these organisations already do, and help them to innovate. We do this through:
- Trust-based, flexible funding that allows partners to adapt and innovate as needs within their communities emerge
- A focus on emerging and scaling organisations with high potential
- Investment in organisational capacity and ecosystem participation, not just programmes
- Support for ecosystem connection across the ecosystem, so partners can learn from and collaborate with one another
Through this approach, we aim to help Impact Partners strengthen their foundations, grow their impact and contribute to a broader, more responsive emotional well-being ecosystem.
What we’re seeing: Growing reach, real outcomes and a strained system
Since 2021, the Pinterest Impact Fund has invested more than USD $40M through our Impact Partners to support youth emotional well-being around the world. Nearly 90% of those reached are youth (ages 13–26).1 With Gen Z as our fastest-growing audience on Pinterest,2 this work is core to both our mission and to our business.
We are also seeing encouraging indicators of impact1:
- 76% of programme beneficiaries report increased connectedness and belonging
- 67% report positive behavioural or emotional changes
- 80% of Impact Partners are collaborating within the emotional well-being network
At the same time, many partners are operating within a fragmented and increasingly strained emotional well-being ecosystem, where organisations often struggle to secure sustained funding. More than half of organisations (56%) describe their current financial health as ‘surviving’, while 17% report ‘staying afloat’ and only 28% say that they are ‘thriving’.1
Partners cite insufficient funding, limited internal capacity, gaps in infrastructure and broader sector-wide uncertainty as persistent barriers to sustainability. Impact is growing, but the system is strained.
What enables impact: Trust, learning and long-term capacity
Pinterest is committed to building intentional, trust-based relationships that centre partners’ knowledge and expertise. This shows up through ongoing engagement and learning, including regular check-ins and initiatives such as Pinterest Impact Lab, which supports leadership and organisational capacity.
The majority of partners are on track or exceeding goals, with many reporting increased strategic clarity. Many have been able to unlock additional funding, signalling growing momentum and sustainability.
Impact Partners themselves say it best:
Partners bring deep, on-the-ground expertise that also informs Pinterest’s platform and policies. For example, Mental Health Foundation participates in a content escalation process to help identify and report harmful content, contributing to a safer and more supportive online environment.
Looking ahead: Advancing the movement for well-being in a digital age
At Pinterest, we’re committed to doing our part by continuing to partner, invest in and learn from our Impact Partners, while applying these insights to create a safer, more supportive experience for everyone.
