From using healing crystals for wellness, practicing yoga with sound baths, to using one of over 10,000 astrology apps that deliver on-demand forecasts; ancient practices have seen a rise in usage among modern consumers looking for a way to manage their body/minds and also navigate the world around them.
In particular, the rise again (and probably not the last) of astrology, horoscopes and zodiac signs is seeing consumers, particularly younger people, find comfort in these mystical practices despite not necessarily believing in it. These techniques help assist them in decision making and finding a life path, against a backdrop of a chaotic modern life and an uncertain political and economic future.
As one JWT trend report states, “We are increasingly turning to unreality as a form of escape and a way to search for other kinds of freedom, truth and meaning…. What emerges is an appreciation for magic and spirituality”. This has given rise to apps such as Sanctuary – which offers users on-demand help by providing them with live personalised readings from professional astrologists.
There has also been an increase in brands currently tapping into this space. Some key examples include Amazon’s own zodiac led shopping recommendations; Spotify’s star sign curated playlists and astrological readings, as well as Bumble, which now allows users to filter potential matches based on their star sign.
Whether you’re a believer or a sceptic, we are yet to see if this is a fleeting trend or here to stay. However, during these unpredictable times, this alternative belief system seems to be offering consumers some clarity; by giving them an individual interpretation of their life and guide of how to go about living it.