Understanding Gen Z and the Healing Phenomenon
In a world that feels increasingly fast, chaotic, and hyper-digital, many young people are reaching back toward something older—something slower and softer. As a late millennial, my friends repeatedly asked me to attend tarot sessions. Meanwhile, they shared music videos and podcast episodes praising a minimalist and “unplugged” lifestyle. Indeed, we are experiencing a healing phenomenon: a cultural shift in which embracing vintage lifestyles, nature, and spirituality offers emotional refuge from the demands of modern life. I aim to delve into this sensation and how businesses have connected with this movement.
What is the "Healing Phenomenon"?
If you spend time on Instagram or TikTok, you've likely come across images and videos of cosy cottages, homemade bread, vintage clothing, flower gardens, and handwritten letters. These are hallmarks of cottagecore—a popular expression of a broader healing movement. Embraced by many younger people, this shift reflects a desire for simplicity, authenticity, and emotional grounding through alternative lifestyles and belief systems. The idea of healing here goes beyond clinical mental health; it is about reclaiming a sense of self and connection to community.
Cottagecore is a nostalgic response to the overwhelm of modern tech culture.
Fueled by the suffocation of an over-technologized world, this healing phenomenon often manifests as a rejection of high-speed consumerism and a turn toward slower, more traditional, and spirituality-oriented ways of living, like homesteading, baking from scratch, gardening, crafting, and even consulting tarot cards or astrological charts for guidance.
It is worth noticing that the appeal of healing phenomena often stems from a romanticized perspective. For instance, cottagecore comes from a superficial "tech detox" while ignoring the harsh realities of a labour-intensive lifestyle. Moreover, spirituality today is often personalized rather than institutional, blending practices like meditation, manifestation, and energy work into daily life, offering young people a sense of agency and hope.
Vintage Revival, Astrology, and many more
Cottagecore, as the name suggests, exploded on platforms like TikTok and Instagram during the pandemic and continued to thrive afterward. Li Ziqi, a YouTuber from Szechuan, garnered millions of fans with her videos depicting rural life, encompassing activities from farming and cooking to crafting furniture and engaging in embroidery. Meanwhile, the Cottagecore Reddit group, established in 2018, is still going strong with more than 200,000 members.
Uncertain futures are driving Gen Z toward mysticism as a source of clarity and control.
Concerning spirituality, interest in astrology, numerology, tarot, and manifestation has also soared among Gen Z and Millennials. According to a 2022 YouGov poll, slightly over a quarter of Americans (27%), and notably 37% of adults under 30, express belief in astrology and the impact of celestial bodies on their lives. For instance, Google searches for "manifest" surged by 669% in 2020, according to Thinkhouse.
A brief look at media, such as books and social media, will show this trend's strength. A case in point is Vietnam, where the trend has grown incredibly strongly; books on manifestation were nonexistent in 2022. According to the Vietnamese Publication, Printing and Distribution Authority, in 2023, 16 such books were published, doubling to 32 in 2024. Already in 2025, and before the publication of this article, 20 more books on this topic have emerged.
How the workplace can benefit from the Healing Phenomenon
My former high-tech startup company had a playing room with PlayStation consoles, dartboards, UNO decks, Jenga sets, and bean bags for everyone to come and play. Today, a more serene approach may be more appealing to employees. Consider establishing tech-free zones within the company to encourage interpersonal communication. Alternatively, a quiet room could cater to those interested in crafts (say, knitting) and meditation. Incorporating a small garden or even a fireplace could also be brilliant.
A quiet room for meditation could be the perfect retreat for your employees.
One step further, in those tranquil spaces and even in daily communications, companies can share stories highlighting heritage, craftsmanship, healing, and genuine connection. Companies can share stories highlighting the company’s values, legacy, craftsmanship, fostering healing, and genuine connections.
Even outside traditional wellness sectors, businesses can offer spiritual and mindful experiences. Respectfully incorporating elements like astrology, journaling prompts, or tarot-themed content can deeply engage customers. However, applying the healing phenomenon in business should stay rooted in healing. In 2022, Taco Bell launched a Mercury Retrograde 1 promotion for rewards members, and McDonald’s handed out free sandwiches during the same astrological period. While these campaigns undoubtedly raise the bottom line, their connection to actual people’s well-being is trickier to spot.
The healing phenomenon is more than just an aesthetic trend — it's a cultural reckoning. Gen Z and Millennials are searching for slower, more meaningful ways of living in an overwhelming world. Businesses that understand this shift and offer genuine, supportive experiences — rooted in nature, tradition, and emotional well-being — will capture attention and build long-term trust. In a world speeding toward hypermodernity, healing means choosing a different pace, and Gen Z is leading the way.
1Mercury Retrograde is when the planet Mercury appears to be moving backwards in its orbit, though this is only an optical illusion from our perspective on Earth.
About the Author
Bert Nguyen is a Copywriter with Flynde, a global company specializing in translation solutions for businesses of all sizes.
Discover the best-in-class translation solutions for your business. Trusted & certified for all languages with locations in Australia, Singapore, Switzerland & the USA. Flynde takes human translation strategies and uses advanced technologies to deliver them to our customers across our three business lines: Flynde for startups, Flynde for small businesses, and Flynde for corporations.
For more information, contact us at hello@flynde.com
