Astrology is making a striking comeback, as traditional social institutions like organized religion see waning involvement. This shift is vividly illustrated in Derek Thompson's The Atlantic article, "The True Cost of the Church Going Bust," which contemplates the social ramifications of diminished church attendance, providing a poignant context for astrology's growing relevance.
Our team did a deep dive into the role astrology is playing in society, you can see the full report here.
What Our Data Says
1. Astrology Ascendant: How the Stars Guide Modern Lives
Astrology is increasingly consulted for a variety of personal advice, demonstrating its significant role in the lives of many. Approximately 59% of Americans turn to astrology for self-care and health decisions, 57% for relationship guidance, and over 40% use it to navigate life and career choices. This reliance indicates a deep trust in astrological insights to provide guidance across critical areas of life.
Read: Is A.I. the Future of Astrology? (NYTimes)
2. Millennials, Astrology, and the Decline of Traditional Religion
For many Millennials, astrology serves as a modern alternative to traditional religious practices, with about 31% viewing it as a conduit to something larger than themselves. More tellingly, 56% of Millennials observe that astrology is more embraced among their age group than conventional religions. This pivot highlights a cultural shift towards personalized, less structured belief systems.
Read: How millennials replaced religion with astrology and crystals (LA Times)
(An ad for Nebula that promotes dating advice via star signals)
3. Star-Crossed Decisions: Astrology as the New Dating Coach
Astrology's influence extends deeply into the romantic lives of young Americans. An overwhelming 81% of Millennials consider astrological compatibility when selecting partners. This astrological vetting process affects actual dating behaviors, with a notable 64% aware of their compatible signs, and 45% actively avoiding dates with astrologically incompatible signs. Furthermore, a majority report that astrology has notably improved their relationships and dating experiences.
Read: How Astrology-Speak Took Over Our Love Lives (HuffPost)
4. Astrological Affluence: How Millennials Spend on the Stars
The economic aspect of astrology's popularity is also significant. Over half of Millennials willingly invest in astrological content, with spending often ranging between $20 to $49 monthly. Remarkably, 17% allocate $100 or more each month to these insights. This financial commitment underscores the value placed on astrological services and indicates a viable market for businesses.
Read: Astrology is projected to reach $22.8 billion by 2031, growing at a CAGR of 5.7% from 2022 to 2031 (Allied Market Research)
5. Rejecting the Zodiac: Gen Z’s Skepticism Toward Astrological Beliefs
In contrast to 83% of Millennials expressing some level of belief in astrology, only 62% Gen Z express some level of belief, showing signs of skepticism. Erika W Smith at Cosmopolitan exclusively featured our data in a great article: Did Millennials Kill Astrology? This generational divergence suggests that Gen Z might be searching for different sources of guidance and meaning, potentially opening new avenues for market strategies aimed at younger consumers.
Read: Did Millennials Kill Astrology? (Cosmopolitan)
“Going into this research, because of some of the TikTok trends and other social media trends, we thought Gen Z would be leading in astrology,” Libby Rodney says. “But you actually see that millennials are leading in terms of their adoption of it and their beliefs surrounding it, whereas Gen Z is slightly more skeptical. My perspective is that it might be that millennials are hitting those moments—30, 35, 40—when you realize that life hasn’t turned out exactly as you planned. People turn to outside sources to try to navigate towards something of more meaning.”
Implications for Marketers
Astrology's deepening role in personal and social spheres, particularly among Millennials, points to a shift toward personalized, meaningful services. While it's unclear if AI will enhance or disrupt this trend, marketers should focus on offering tailored guidance that aligns with consumers' desires for hyper-personalized services tied to community and something bigger then the inn. The robust spending on astrological services reveals substantial market opportunities.
The rise of astrology in American culture represents more than a fleeting trend; it marks a fundamental shift toward new forms of engagement and connection. For marketers targeting Gen Z, it's crucial to identify how this demographic might diverge in seeking out new and meaningful experiences.
Shout out to Tim Osiecki, Danielle Sumerlin, and Ethan Hermann for leading this report!
3 Links
The Sober-Curious Movement Has Reached an Impasse (The Atlantic)
Americans’ New TV Habit: Subscribe. Watch. Cancel. Repeat. - for fun read the comments (NYTimes)
The Secret Retreats That Have CEOs, VIPs and Billionaires Jockeying for Invites (WSJ)
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Penned by Libby Rodney and Abbey Lunney, founders of the Thought Leadership Group at The Harris Poll. To learn more about the Thought Leadership Practice, just contact one of us or find out more here.
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