YPulse Trend Report: Practical Magic

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

Supernatural, mystical, and magical products and pastimes are having a moment as many young consumers join in for the fun of a different perspective, a moment of diverting introspection, Instagrammability, and a bit of intrigue. In fact, over half of 13-35-year-olds say that supernatural products are trending. While some have called the rising interest in astrology and witchcraft a new religion for Millennials, we dug in to find the truth—fortunes, horoscopes, crystals, and the products that use them are providing entertainment and inspiration, sparking new trends that smart brands are tapping into.

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