“Spirituality is big business these days. In an age where being religious is akin to having a slightly contagious rash on your face, millennials, especially, are searching for enlightenment in different places.” (Evening Standard, 8 March 2019)
“Venture capital is putting its money into astrology. In recent years astrology traded its psychedelic new-wave stigma for modern Instagrammy witch vibes, and those vibes are very popular with millennial women. This means there’s money to be made. Start-ups—professional, non-shady ones with interesting business models—are bubbling up, eagerly raising funding” (New York Times, 15 April 2019)
“More and more mystical-adjacent practices and interests like astrology, palm reading, tarot, witchcraft, and crystal appreciation have shed their associations with the grim or otherwise taboo occult and entered the sparkling world of femme-coded wellness and spirituality. […] It is easy to see why these practices have become so popular among new people: they offer both elegant forms of self-identification and endless opportunities for merchandising those revelations.” (The Fader, 5 April 2018)
According to The Independent (April 2019), the “mystical services market” is currently worth £1.6bn.
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