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Religion has acted as an outlet for tough times before, but other practices and beliefs are becoming go-tos. Interest in religion has declined in the last two years, while interest in spirituality and astrology are up. While we joke about Mercury being in retrograde, we can’t joke about a billion-dollar business. Apps such as Co-Star (which share birth charts and horoscopes with users) have captured the attention of venture capitalists.
And even celebrities are celebrating their link to the stars. Beyoncé, one of the most-streamed artists in the world, frequently shouts about her Virgo sign, including a track called VIRGO’S GROOVE on her latest album.
Others aren’t looking to the stars for guidance, but they are looking to media for an escape. Americans now have ample stories to invest their emotions in. With our research into trending genres, we can forecast what sort of media will resonate most with viewers and listeners in 2023.
15% of US consumers say they’re never satisfied with their life, up 6% from last year - and one of the fastest-growing sentiments in the US.
With all that is going on, Americans desperately need catharsis – a way of releasing, or managing, the frustration they’re facing. For many, this is coming through the media they consume. Much of the situation Americans find themselves in is out of their control, but they can choose what they watch or listen to.
These more formulaic genres are opposites to the world they find themselves in. People are struggling to make ends meet. Safety seems to be at an all-time low both at home and abroad, and tax hikes still weigh heavily on the mind. And they can’t do much about it.
Consumers have been spread thin owing to the macroeconomic climate, and now have more modest ambitions and perceptions of themselves.
America’s landscape is in flux. Social justice fatigue might be setting in. How can brands hit the mark?
Although environmental pessimism is on the up, worry remains stable. Repeated exposure to the situation is causing climate change fatigue.
Interest in virtual worlds is rising. Creating safe spaces for experimentation is key for users to feel welcome.