Navigating the Rise of New Age Practices: A Biblical Marketing Response

A recent Pew Research Center survey reveals that 30% of Americans engage with astrology, tarot cards or fortune-tellers at least annually, with 28% consulting horoscopes, 11% using tarot cards, and 6% visiting fortune-tellers. While most claim these practices are "just for fun," certain groups—for example, young adults and women, in particular—are more likely to seek "helpful insights" or rely on these for major life decisions. This trend, especially prevalent among younger demographics and amplified by social media platforms like TikTok, presents a challenge and an opportunity for Christian marketers. How can we address this cultural shift while grounding our strategies in a biblical worldview?

The Biblical Perspective on Divination

The Bible explicitly warns against practices like astrology and fortune-telling, labeling them as forms of divination. Leviticus 19:31 states, "Do not turn to mediums or seek out spiritists, for you will be defiled by them. I am the Lord your God." Similarly, Deuteronomy 18:10-12 calls such practices "detestable" to God. Further, Galatians 5:19-20 notes that people who practice such things as “immorality, impurity, sensuality, idolatry, sorcery, enmities, strife, jealousy, outbursts of anger, disputes, dissensions, factions, envying, drunkenness, [and] carousing … will not inherit the Kingdom of God.”

These scriptures emphasize that seeking guidance from sources other than God undermines trust in His sovereignty and provision. As Christian marketers, our messaging must reflect this truth. We have a duty to encourage audiences to rely on biblical wisdom rather than fleeting cultural trends—which can be especially tricky when our work focuses on relevancy, going viral and building brand narratives through commonality and shared interests.

Why This Matters for Christian Marketing

The Pew study highlights a growing fascination with New Age practices, particularly among younger generations, including women, which represent a crucial audience segment. This cultural shift signals a search for meaning and guidance outside a biblical perspective, often fueled by social media trends, including popular hashtags like #WitchTok and #Astrology.

For Christian marketers, this is a call to action: how can we craft campaigns that meet this spiritual hunger with the truth of the Gospel?

Key Marketing Opportunities

1. Counter-Cultural Messaging: Position your brand as a beacon of biblical truth in a world swayed by New Age practices. Highlight how faith in Christ offers clarity and purpose that astrology and tarot cannot. For example, a campaign could contrast the uncertainty of horoscopes with the certainty of God’s promises, using verses like Jeremiah 29:11 ("For I know the plans I have for you...").
   
   
2. Engage Younger Audiences: Since nearly one-quarter of Americans 18-29 turn to astrology, tarot or horoscopes for "fun" and 17% rely on them for "helpful insights," tailor content to this demographic. Create short-form videos or infographics for platforms like Instagram and TikTok, sharing testimonies of individuals who found true guidance through faith rather than divination.
   
   
3. Community Building: Foster online communities that provide biblical answers to life’s big questions. Host webinars or podcasts discussing the dangers of New Age practices, featuring Christian apologists or pastors who can contrast these with the hope found in Scripture.
   
   
4. Storytelling with Purpose: Share real-life stories of transformation, emphasizing how individuals moved from seeking answers in tarot or astrology to finding peace in Christ. These narratives resonate emotionally and align with the biblical call to share testimonies (Psalm 66:16). Remember: word-of-mouth is the most trusted type of online marketing available. Use authentic stories from fellow believers to tell the truth in applicable ways.
   
   

Practical Biblical Marketing Strategies

To effectively harness these opportunities, Christian marketers can employ the following strategies, rooted in a biblical worldview:

• Content Marketing with Scripture: Develop blog posts, social media campaigns or email newsletters that critique New Age practices while offering biblical alternatives. For example, a post titled, "Seeking Guidance? Why God’s Word Trumps Tarot" could explore Psalm 119:105 ("Your word is a lamp for my feet, a light on my path") and provide practical tips for applying Scripture to decision-making.
  
  
• SEO Optimization: Use keywords like "Christian alternative to tarot" or "biblical guidance vs. astrology" to capture search traffic from those exploring these practices. Much as Paul met people where they were and proclaimed the truth of the Gospel (Acts 17:22-23), so, too, can marketers direct people to biblical truth.
  
  
• Influencer Partnerships: Collaborate with Christian influencers who can authentically share their faith journeys on platforms popular with younger audiences. Their stories can counter the allure of #WitchTok by showcasing the joy of a Christ-centered life. Remember that not every influencer post or relationship needs to be centered on being anti-culture. Rather, seek those who embrace the Bible and live its values. Look, for example, at young leaders like Sadie Robertson Huff who uses her platform to address fellow young women with the truth of the Gospel and godly living.
  
  
• Ethical Advertising: Ensure all campaigns reflect integrity and truth, avoiding sensationalism. Emphasize God’s love and wisdom, as seen in James 1:5 ("If any of you lacks wisdom, you should ask God, who gives generously..."), to appeal to those seeking guidance.
  
  

Addressing the Research Data

The Pew study notes that only 1% of Americans rely heavily on these practices for major decisions, but 10% seek "helpful insights," with higher rates among Hispanic Catholics (16%) and Black Protestants (14%). This suggests specific but significant audiences are turning to these practices for meaning. Christian marketers can target these groups with culturally sensitive campaigns, such as Spanish-language content for Hispanic audiences, emphasizing biblical hope over divination.

A Call to Action

As Christian marketers, we are called to be "salt and light" (Matthew 5:13-16) in a world drawn to New Age practices. The Pew findings reveal a spiritual hunger that only Christ can satisfy. Let’s leverage our platforms to share the Gospel’s transformative power, using creative, biblically grounded strategies to reach those seeking answers in the wrong places with the truth of God’s Word.

Next Steps for Your Marketing Team

To enhance your marketing strategy with a faith-based approach, consider these actionable steps for your team. These initiatives will help align your campaigns with a biblical worldview and foster meaningful engagement with your audience.

• Audit your current campaigns to ensure they reflect a biblical worldview.
  
  
• Develop a content series addressing common questions about New Age practices, using Scripture to provide clarity.
  
  
• Engage with your audience on social media, asking, “Where do you turn for guidance in tough times?” to spark meaningful conversations.
  
  
• Seek influencer partnerships with individuals who embody Christ-like character, leveraging their platforms to share authentic stories that resonate with your audience and reflect shared values.
  
  

By rooting our marketing in God’s truth, we can guide seekers toward the ultimate source of wisdom and hope—Jesus Christ.

Ready to share your biblical message with a passionate Christian audience? Contact us now to start crafting impactful, faith-based content.