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.

Chani Nicholas has become a social media star for her role as a relatable astrologer who uses the cosmos to answer practical questions. From dealing with election results to how to get over an ex, she acts as a trusted adviser who guides her followers through the chaos of modern life.

L.L. Bean’s 'Boat and Tote' bag has enjoyed viral success in 2022, with Gen Zers embroidering the iconic preppy tote with ironic messages and pop culture references. Shoppers want to see themselves reflected in their purchases and brands are leaning into customization to drive loyalty.

Tinder has launched a First Date Fortunes campaign, capitalising on the approaching Lunar New Year and popularity of astrology to bring astro-dating guidance to singles. This move comes amid brand efforts to ensure cultural authenticity, calling into question this more trivial approach.

The rise in the use and practice of manifestation and affirmations among Gen Zers signals a desire from young people to take back a sense of control in their lives. With the embedding of these practices and the omnipresence of social media, are they a cultural phenomenon that looks set to stay?