In the next decade we will see a new generation of investing brands fight to become the primary brokerage for Millennials and GenZ. Why? Robinhood’s success awakened the investment mindset amongst Millennials/GenZ, and it’s not just equities. It’s trading cards, fine wine, vacation homes, streetwear, and other lifestyle assets turned investments.
In uncertain times, people go looking for answers in unusual places. And in 2019, many U.S. consumers found their answers in the stars — or, more specifically, in a group of increasingly popular astrology apps offering horoscopes, fortunes, palm-reading and mobile access to psychics, among other things.
It might be that Millennials are more comfortable living in the borderlands between skepticism and belief because they’ve spent so much of their lives online, in another space that is real and unreal at the same time. That so many people find astrology meaningful is a reminder that something doesn’t have to be real to feel true. Don’t we find truth... See more
While there are surely some people who blindly accept astrology as fact and view it as on par with a discipline like biology, that doesn’t seem to be the case among many of the young adults who are fueling this renaissance of the zodiac. The people I spoke to for this piece often referred to astrology as a tool, or a kind of language—one that, for ... See more
At best, astrology gives people a sense of control in a chaotic world and helps them relate to others by ascribing personality traits and life’s seeming randomness to star signs and the movements of planets. Users may also learn about themselves in the process, as they’re forced to pause and examine their own behavior and feelings.