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Age of Aquarius Redux

According to a recent article by David Brooks in the NYT, it’s the Age of Aquarius all over again.

Rising Movements:

  • Astrology. According to a Pew poll, 29% of Americans say they believe astrology; which is more than the members of mainline Protestant churches. Among 18-24 year olds, 44% say astrology is somewhat or very “scientific.”

  • Witchcraft. In 1990 only 8,000 Americans self-identified as Wiccons. Today, along with other neopagans, there are over 1 million.

  • Mindfulness. It’s everywhere.

  • Wokeness. Do you understand or are you part of the Great Awokening?

These movements are people’s attempts to solve major needs of the current moment:

  • Yearning for a way to fulfill a need for spiritualism

  • A need to slow down

  • A need to express alienation

  • A need for identity

  • The need to belong.

  • The need for self expression without totally leaving the mainstream.

If you’re in the business of marketing to younger consumers or donors it’s a very good idea to understand these trends and underlying motivations as they relate to your brand. These folks are likely a big part of your present and future.