Generation Z is actively interested in astrology and fortune-telling as a way to find stability in an unpredictable world. According to an educational platform, about 80% of young adults believe in astrology, and nearly 60% regularly read horoscopes, using them to make important decisions.
In Russia, interest in mysticism has also grown significantly: the number of users on esoteric websites has increased by a quarter, and traffic has risen by 38%. The most active audience is Gen Z aged 14–20, where user growth and traffic in this topic reach almost 50%. This is also fueled by the popularity of astrological bloggers on social media, especially TikTok, where tarot readings and forecasts gather millions of views.
The popularity of astrology and tarot among young people in Russia is linked to the need to find answers in an era of uncertainty and the growing influence of social media. Current socio-political events stimulate interest in esotericism, which offers emotional relief and a sense of control.
In a new podcast episode, we discuss why Gen Z has become typical clients of fortune-tellers and astrologers and how TikTok and retrograde Mercury influence this trend. Besides genuine interest, this popularity also carries the risk of falling victim to scammers due to the younger generation’s trustfulness.
