Episode 91: Why brands are using astrology in their marketing strategy

In today's episode, host Elysha Yong welcomes consumer lifestyle and marketing strategy experts to discuss astrology. It's has been around since the 3rd millennium BC as a way to explain human behaviour (or so some believe). Today, it's experiencing a resurgence—driven by social media—that began with Millennials and has now exploded with Gen Z. The experts explain why the sudden interest from a consumer perspective, discussing themes like spirituality, the collective, self-expression, decision paralysis and regaining control. Curious to understand how and why brands are getting involved, who's doing it well and where the opportunity exists? Listen now to find out what marketers should know before weaving the zodiac into their next brand campaign.Download Mintel's 2022 Global Consumer Trends for free at mintel.com/global-consumer-trends or watch the video at youtube.com/watch?v=jIePecKGhvw.Learn more about Mintel Trends at mintel.com/mintel-trends.Get the latest insights, thinking and perspectives on consumers at mintel.com/blog. Host: Elysha Young, Trends Manager, APAC.Guests: Huiqi Ong, Consumer Lifestyle Analyst, Mintel Reports.Diana Kelter, Associate Director, Mintel Trends, North America.Nicole Bond, Associate Director, Marketing Strategy, Mintel Comperemedia.

What this episode covers

In today's episode, host Elysha Yong welcomes consumer lifestyle and marketing strategy experts to discuss astrology. It's has been around since the 3rd millennium BC as a way to explain human behaviour (or so some believe). Today, it's experiencing a resurgence—driven by social media—that began with Millennials and has now exploded with Gen Z. The experts explain why the sudden interest from a consumer perspective, discussing themes like spirituality, the collective, self-expression, decision paralysis and regaining control. Curious to understand how and why brands are getting involved, who's doing it well and where the opportunity exists? Listen now to find out what marketers should know before weaving the zodiac into their next brand campaign. Download Mintel's 2022 Global Consumer Trends for free at mintel.com/global-consumer-trends or watch the video at youtube.com/watch?v=jIePecKGhvw. Learn more about Mintel Trends at mintel.com/mintel-trends. Get the latest insights, thinking and perspectives on consumers at mintel.com/blog. Host: Elysha Young, Trends Manager, APAC. Guests: Huiqi Ong, Consumer Lifestyle Analyst, Mintel Reports. Diana Kelter, Associate Director, Mintel Trends, North America. Nicole Bond, Associate Director, Marketing Strategy, Mintel Comperemedia.

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This episode was published on April 12, 2022.

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