Astrology is becoming increasingly prevalent, now that people are experiencing a need for a sense of control and meaning that has been amplified by the global pandemic. | AFP
Even among its detractors, astrology is creating a buzz, with a massive audience for humorous content that mocks it as a pseudoscience on Instagram accounts like @trashbag_astrology and @notallgeminis, which demonstrates the extent to which it is anchored in popular culture.Spiritual gurus were already legion on Instagram. However, the global health crisis has led to a spike in the demand for content of this type.
A specialist in shared content focused on meditation and health, the Indian social network ShareChat also reported an increase in religious content in March and April of this year. All of which highlights a resurgence of interest in spiritual topics.With Uniqlo IQ, its digital shopping assistant released in Japan in 2018, Uniqlo has already offered users a functionality that allows them to choose clothing based on their daily horoscope.
For its part, French streetwear brand Vetements launched a collection of T-shirts with zodiac prints, which sold at prices that ranged from $116 to $266 .Let us not forget the Chinese zodiac. Its potential to boost sales has long been instrumentalized by major labels like Levi’s, Diesel, and rag & bone, all of which brought out 2020 capsule collections in honor of the “Year of the Rat”.
Clothing aside, mystic marketing can now be found in even more unexpected places: cosmos playlists on Spotify and astrological recommendations to help you choose beverages at Starbucks. Spiritual content is continuing to boost sales, in particular among Generation Z consumers. Recently, Twitter also published a report on the most discussed trends on the social network between 2016 and 2019. The analysis of the most popular hashtags showed that well-being is one of the most often addressed themes on the platform.
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