{
  "id": 11881679,
  "title": "Gen Z can’t control the future, so they’re paying witches and tarot readers to make it feel more manageable",
  "url": "https://urgent.news/2026/10/04/gen-z-cant-control-the-future-so-theyre-paying-witches-and-tarot",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-04T08:00:00.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/10/04/gen-z-witches-tarot-readers-psychic-services/"
  },
  "original_language": "en",
  "account": "This summer, a bride facing rain on her outdoor wedding hired an Etsy witch for a spell to ensure clear skies. Despite the weather app predicting rain, the client was willing to pay for personalized guidance, which free content cannot provide. The U.S. psychic-services industry generated $2.3 billion in revenue in 2025, with a 5.5% growth rate over the past five years. Nearly half of women ages 18 to 49 consult astrology or horoscopes at least once a year, with many seeking personalized interpretation rather than just information. This desire to make uncertainty feel more manageable has led to the creation of Divina, a marketplace for mystical services. Founded by Brooke Bekoff, Divina allows practitioners to offer tarot readings, spell work, Reiki, astrology, and other spiritual services, charging a 10% commission on each booking. While customers may not necessarily believe in the magic working, the practice can provide a feeling of being heard and validated, making uncertainty more psychologically manageable. However, running a marketplace for the mystical comes with risks, such as reviewing practitioner applications and ensuring customers understand they are not purchasing a guaranteed outcome.",
  "summary": "A fragmented $2.3 billion industry is turning tarot, astrology, and spell work into personalized guidance for an uncertain generation.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}