Advertising

Why Brands Are Looking to the Stars to Connect With Consumers

Astrology provides marketers with content that's personal, comforting and controversial—and just plain fun

illustration of the 12 zodiac signs — In 2020, for the first time ever, less than half of all U.S. adults said they belonged to a church, synagogue or mosque.Getty Images

May 23, 2022

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If it seems like every brand is suddenly talking about the position of Mercury and how you should eat (or smell) based on your star sign, you’re not wrong.

Paul Hiebert

@hiebertpaul
paul.hiebert@adweek.com

Paul Hiebert is Adweek's senior reporter covering CPG companies and the broader business of commerce.

Advertising

Why Brands Are Looking to the Stars to Connect With Consumers

Astrology provides marketers with content that's personal, comforting and controversial—and just plain fun

Paul Hiebert

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Paul Hiebert