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