Adults who believe in astrology

American belief in astrology and American thrift sales, climbing together. The vintage jacket and the natal chart, two purchases of the same household, made on roughly the same Sunday afternoon.

US adult belief in astrology has trended upward for over a decade, with surveys finding around 30 percent of Americans expressing some belief, up from under 25 percent in the early 2010s. Thrift and secondhand revenue roughly doubled in the same window as Gen Z secondhand culture, Depop, and the eco-label tailwind expanded the category. Both reflect the same generational pattern: declining trust in institutional explanations and rising willingness to assign credibility to alternative or premium-labelled options. Different aisles, same shift in epistemic preference.

Faith finds new homes. Some go to the chart, some go to the rack. The trust gets allocated.