Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

The Struck app is bringing astrology insight into the online dating world by creating matches based on people’s star signs and birth charts. With astrology a mainstay in Gen Yer and Zer culture, dating apps are responding to the nuances that help them define who they are to one another.

Amid economic uncertainty, young people in China are looking to mysticism for reassurance, embracing things like Zodiac signs, tarot readings, and traditional Chinese beliefs. And with skincare becoming a core part of wellness, beauty brands are tapping into these notions.

The uncertainty and anxiety created by the events of 2020 have left many people seeking ways to ease their minds and find a sense of serenity. Canvas8 spoke to Dr. Katharina Husemann, a senior lecturer in marketing at Royal Holloway, about consumer spirituality as a coping mechanism.

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?