S04 Ep91

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 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.

In today’s episode, host Elysha Yong welcomes consumer lifestyle and marketing strategy experts to discuss astrology. It 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 or watch the video. Visit our site to learn more about Mintel Trends and sign up for our newsletter to get the latest insights, thinking and perspectives delivered to your inbox every month.

Meet the Host
Elysha Young
Mintel Trends Manager, APAC
Meet the 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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