What makes astrology so popular

In the midst of this physical, political and emotional turmoil, astrology offers us a sense of purpose. It provides reasons for why the world is spinning as well as hope that it will be less nauseating tomorrow. And, often within daily horoscopes, it encourages us to look within to find strength. The majority of people who consume astrology content are women , which is also not all that surprising. For one thing, astrology has always had feminist roots and icons. It empowers women in particular to take more control over their future; it encourages us to learn more about ourselves and go confidently in the direction that makes the most sense for our well being.

But the needs of their clients have changed, too. This all sounds pretty good. In some ways that's an asset, in some ways it's a liability. But I think that connects a lot to why astrology is being seen as a more serious pursuit and as another tool for some understanding for how to develop oneself. This changed in the 18th century, he says, with the age of Enlightenment. Prior to that, it was very much believed that astrology had a real effect on our lives. Nobody really says that when they're talking about the history of astrology.

But times are certainly different now. She remembers in university how an astronomer friend would always insist they meet at a coffee shop. The popularity of astrology today can also be attributed, naturally, to its increased presence in pop culture. In addition, reading and sharing information about astrology may help build communities around it, says Benning, which may urge even more people to get involved.

Because of its sudden rise in popularity, assessing the reasons why people engage in astrology — and studying its effects on health and wellbeing — may be more important than ever.

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Sign Up. Already a subscriber? Want more? More From Discover. Caroline Goldstein's journal of notes from an astrology reading with astrologer and Tarot reader Jeff Hinshaw Credit: Caroline Goldstein.

Goldstein was drawn to the system of charts and transits several years ago through her broader interest in nonmonotheistic spiritual practices. Like many of her peers, she found astrology to be an intriguing way of looking at the world — one far less dogmatic than organised religion.

It's the language, it's not the book itself. For some, these alternative systems may be a way to fill the void. While she cautions against depending on any one source of information for guidance, she understands why so many people are turning to astrology and other alternative forms of help alongside traditional counselling.

Apps are popping up as interest in astrology surges amid pandemic-fuelled uncertainty Credit: Co-Star. London-based astrologer Honey Astro says her studies as a psychology and counselling student help inform her work with clients. I talk about the good, the bad and the ugly, because it's important for the client to know everything about their chart.

And I give them guidance to work with the things that may be a bit ugly. After consultation requests spiked in April, she was doing readings for as many as 80 clients per month — a surge she attributes in part to people being bored in quarantine and coming across her content on social media. With Jupiter and Saturn in Aquarius — the sign ruling technology and collaboration — for most of , the energy is right, she says. Plus, the channels are both creative outlets and new potential income streams.

While few astrologers likely get into the field for the money, those with significant followings are increasingly finding new ways to monetise their talents. Chani Nicholas, one of the most popular astrologers working today, has parlayed her million-plus monthly readership into best-selling book You Were Born for This published in January , it sold more than 14, copies in its first week , a Netflix deal and a new standalone app, Chani.