Trends — Occulture.

Occulture is no stranger to The Initiative, having created the Enamel Diction brand in 2010 and pioneering the Colorastrology movement, it’s exciting to see this trend of having a moment.

Occult has surpassed its shady, dark and sinister reputation with the current trend more aligned with astrology, alchemy, numerology, mythology, holistic healing and energy reading. From green juices, unicorn make up brushes, zodiac tees and evil eye earrings, to archway door features and gilded mirrors consumers are engaging with alternative faiths and seeking the esotericism. It’s not just us who knows this has been a thing. According the NYC based stock photography company Shutterstock, there’s data to back it. 

The 2020 Creative Trends report identifies Occulture as a major emerging trend based on yearly searches by Shutterstock users. A +525% rise in searches for “magic” and +289% for “spiritual” indicate that users are seeking out imagery that connects to alt-faiths, the occult, and astrology. 

What Is Occulture?

A blend of "occult" and "culture," the term was coined by Professor Christopher Partridge. Occulture refers to the renewed and growing interest in alt-faiths and magic amongst Millennial and Gen Z individuals. 

So why is Occulture so popular?

Did you know that, millennials are now considered the loneliest generation?

With a staggering 3 out of 5 claiming they don’t have friends. Occult is defined by individualism and self-discovery. With the rising concern of the loneliness epidemic, the attraction of Occult’s esoteric nature and magical energy creates a gap for individual expression and sub-culture of connection.

Without question, this sub-culture has been the driving force for many of the world’s best creatives long before a Shutterstock Trend Report came to light - let’s not forget one of the most amazing designers of all time Alexander McQueen, Australian ethical and sustainable fashion genius Serpent & the Swan and of course the cult classic movie Donnie Darko. Call it what you will, anything that empowers creativity, self expression and individualism is high on our agenda. 

Take a trip to the dark side of the moon and listen to our curated journey through alchemy, astrology, art & magic.