Expert comment: why is Gen Z looking to the stars for meaning?

Astrology is seeing a surge in popularity among Gen Z (ages 13–28), with social media making it more accessible than ever. But is this just a fleeting trend, or does it signal a deeper shift in how young people engage with spirituality? Dr Jessica Eastwood, Teaching Fellow in Philosophy at Oxford Brookes University, explores from a philosophical perspective why astrology resonates with Gen Z—and what organised religions might learn from its rise.

Why is Gen Z drawn to astrology?

"Although we live in an era of hyperconnectivity, many young people feel increasingly disconnected—from faith, tradition, and even personal relationships. Organised religion has historically provided a sense of belonging and ultimate purpose. But as religious affiliation declines, Gen Z is looking elsewhere for guidance and identity.

“Astrology offers an alternative, post-traditional, and post-religious sense of meaning. It provides a way to engage with something beyond the material world while remaining flexible and personal. Unlike religious doctrine, astrology allows people to explore the concept of spirituality without rigid institutional structures.

"Its appeal lies in several factors. It provides a connection to something ‘higher’ beyond everyday concerns, offers a belief system that doesn’t require strict adherence to doctrine, and allows for a personalised approach to spirituality where individuals interpret their own experiences.”

How has social media fuelled astrology’s popularity?

"Social media has amplified astrology’s popularity, transforming it into a cultural phenomenon, particularly on platforms like TikTok and Instagram. Astrological content is highly accessible—you don’t have to seek it out, it appears on your social media feed. Daily horoscopes and zodiac compatibility posts are everywhere, and they’re interactive, inviting engagement and discussion.

“In a way, astrology has taken on the role of a digital spiritual community, providing a sense of connection that previous generations might have found in traditional religious spaces. The ability to engage with astrology through memes, personalised readings, or group discussions has cemented its place in Gen Z’s online culture.”

How does astrology differ across cultures?

“Astrology is not a singular belief system—it varies widely across cultures and traditions. While Western astrology, with its zodiac signs and planetary transits, dominates social media, there are other deeply rooted astrological systems that shape beliefs and behaviours in different parts of the world.

“Chinese astrology, for example, operates on a twelve-year cycle using animal signs and elements to predict personality traits and compatibility. Hindu astrology, or Jyotisha, emphasises planetary positions and lunar cycles to guide decision-making and understand karma. In Islamic astrology, celestial movements have historically been interpreted to understand divine will and cosmic order, while Tibetan astrology blends elements of Indian and Chinese traditions, influencing religious festivals, medical practices, and personal life choices.

“Gen Z’s openness to diverse traditions suggests that astrology’s appeal may continue to evolve beyond the Western zodiac signs popularised on social media. As global cultures become more interconnected, we may see a growing interest in non-Western astrological practices that offer alternative ways of interpreting celestial influence and personal destiny.”

How seriously do people take astrology?

Key statistics:

• TikTok has over 4.5m videos tagged ‘astrology’ (as of January 2025).
• Astrology app Co-Star grew from 7.5m users (2020) to 30m (2023).
• Spending on astrology-related products is projected to rise from $12.8 billion (2021) to $22.8 billion (2031).
• A 2023 King's College London study found that the percentage of the UK public identifying as theistic fell from 75% in 1981 to 49% in 2023.
• A 2024 EduBirdie study found that 63% of Gen Z believe astrology has positively impacted their careers, with 15% attributing it to landing their dream job.

“These figures highlight astrology’s widespread engagement, but we need to distinguish between casual interest and deep belief. Many interact with astrology playfully or as a self-reflection tool rather than as a guiding philosophy.

“They provide a framework for self-reflection rather than predictive certainty. Belief systems are complex. Many scientists reconcile their faith with rational inquiry—so why should astrology be treated differently? When approached thoughtfully, it can coexist with critical thinking as a tool for introspection rather than a rigid doctrine.”

What can traditional faiths learn from astrology’s popularity?

Astrology’s resurgence offers key lessons for organised religion in adapting to modern spiritual needs.

Accessibility and digital presence: Astrology thrives in online spaces, with platforms like TikTok and apps like Co-Star making engagement effortless. Religious institutions could expand their digital presence, offering more interactive and personalised content.

Personalisation and flexibility: Astrology provides highly individualised insights, allowing people to engage at their own level. Faith groups might explore ways to offer more personalised spiritual guidance without requiring rigid commitment.
Community and belonging: Much like religious congregations, astrology fosters strong online and offline communities. Strengthening faith-based digital and in-person spaces where young people feel genuinely connected could help bridge the gap in traditional religious engagement.
Openness and inclusivity: Astrology’s rise is driven by flexibility rather than dogma. While faith traditions have core beliefs, adopting a more open approach to dialogue, interpretation, and participation could make religious spaces more inviting.

Conclusion: finding meaning in a changing world

"Astrology’s growing popularity isn’t just a trend—it reflects a broader shift in how young people seek meaning, identity, and connection. For some, astrology is entertainment; for others, it provides a genuine sense of guidance and belonging.

"Traditional faiths, if they want to stay relevant, may need to go beyond simply adopting digital strategies. Younger generations are searching for meaning, but they also want spiritual spaces where they feel heard, included, and understood.

Whether astrology’s influence endures will depend on how well it continues to evolve alongside Gen Z’s shifting spiritual needs—needs that, for centuries, have been fulfilled by faith, philosophy, and human connection.”