After years of being mostly associated with women, American men are warming up to yoga. The ancient practice has become a regular feature among college sports teams, while sportswear labels report surging interest in men’s yogawear. What’s driving this interest and how are brands responding?

Breaking from traditional milestones, dealing with stress and an unstable economy, Gen Yers are turning to astrology to help them navigate life. But why is this forward-thinking generation using an ancient practice? And do they truly believe the stars can help them get a handle on their lives?

Pandora has partnered with Astrology.com to curate playlists for every star sign, starting with one for Leo season. The streaming service is tapping into the pseudoscience's ability to resonate with people on an individual level, generating collections that feel personalized.

As Gen Y’s interest in all things new-age peaks, they’re turning the once-introspective exercise of checking horoscopes into a social one. The Co-Star app is connecting people via their astrological signs and allowing them to keep tabs on the starry state of their friends, lovers, and inner lives.