Brands are leaning into the aesthetic of “auras” to connect with Gen Z. Getting aura points and auramaxxing to seem cool aren’t the only way this gen is assessing the vibe they radiate. Spiritual “auras” are seemingly making a cultural comeback within brand marketing. (Though metaphysical messaging is something we have very much seen before.) Aside from the popular aura-reading photography at events, brands are using energy-linked colors and descriptors for product launches from water bottles to hair care—just like they would for any other emotionally engaging bid. But with auras, the language links to an identity unique to each individual, similar to astrology, and it’s always positive and highlighting their strengths. Gen Z is attracted to trends that help them define themselves, and this one seems to connect to a bigger sense of self that comes from within, not their look. (Ad Age)
👀 Read more from YPulse: Aura Farming is a Gen Z Trend Brands Should Know Before 2026
