The uncertainty and anxiety created by the events of 2020 have left many people seeking ways to ease their minds and find a sense of serenity. Canvas8 spoke to Dr. Katharina Husemann, a senior lecturer in marketing at Royal Holloway, about consumer spirituality as a coping mechanism.

Breaking from traditional milestones, dealing with stress and an unstable economy, Gen Yers are turning to astrology to help them navigate life. But why is this forward-thinking generation using an ancient practice? And do they truly believe the stars can help them get a handle on their lives?

In the pandemic, many people have turned to spirituality in search of a reassuring belief to hold on to. For the Gen Zers who are increasingly embracing alternative faiths, this often means worshipping alone, rather than in a community, which is exacerbating their existing loneliness.

With its viral dances and absurd humor, TikTok seems like an unlikely place to rediscover witchcraft. But thanks to its 'For You' page, which randomizes the videos that appear on a user's feed, the occult practice is reaching wider audiences and appealing to Gen Z's desire for inclusive spirituality.