Adults who believe in astrology

Between 2010 and 2022, the percentage of adults who believe in astrology and Costco annual revenue both grew, correlating at 0.9626 across thirteen data points. The theory that Costco is recruiting from the astrologically inclined has no basis in their membership data, but the demographics overlap: both are driven by millennial and Gen Z consumers whose spending habits are influenced by social media, personal identity, and the conviction that paying for something means it must be real. The astrology app and the Costco membership card occupy the same phone and the same wallet.

Astrology belief grew from roughly 25% to over 30% of American adults, driven by social media astrology content and the wellness movement. Costco revenue grew from $77 billion to over $226 billion. Both are consumer trends that grew during the same window among overlapping demographics.

Two metrics driven by the same generational consumer behavior will correlate across a shared window. The astrology believer and the Costco member may be the same person, but the correlation measures demographic overlap, not causation.