Astrology is popping up everywhere, with physic wellness coaches, dating apps and social media; The mystical services industry is worth close to $2.2 billion. But for me, the real telltale sign the zeitgeist has been captured...is when it becomes a meme!
Why has astrology entered the mainstream?
Our current cultural climate could well be the answer. We are living in an age of political, economic and social instability with Brexit, Trump, rising sea levels etc - forgive us for turning to something more metaphysical for some relief from it all. And the stars feel like an exciting place to start
This is by no means a new approach to uncertainty, religion has often been a mechanism for understanding the world. Fore me, there are other things at play; in particular the way astrology has been repackaged to appeal to the modern human.
Tech makes astrology instantly accessible
There are so many astrology apps! Take Co-Star, which offers a powerful combination of NASA data and insight from astrologers, with a side note of sass. Gone is the esoteric language of astrology’s past, instead Co-Star brings astrological real talk. Astrology is much more accessible both literally and linguistically.
Tech also provides instant gratification – something we now come to expect. Previously, it would have taken hours to create a personalised birth chart but now it’s a matter of seconds. The internet has taken away the time investment allowing those less “devout” to take the astrological plunge.
Astrology is person-centred
There’s a real movement for people trying to seek out their purpose. We’re constantly bombarded with messaging telling us to <em>‘live your best life’</em>, with that comes introspection. Astrology can appeal to this inward focus: your birth chart, horoscope, tarots are specific to you. This personalisation is something which religion has less capacity for and whilst therapy also works towards an individualised explanation, it takes longer. Astrology promises to get to answers more quickly.
Astrology is not a new phenomenon and nor is societal unrest, it might be more telling to look at how astrology is used to begin to explain its relatively sudden boom.