Walter Thompson’s innovation group, which tracks and predicts cultural trends.
Callie Beusman, a senior editor at , says a typical horoscope post on the site got 150 percent more traffic in 2017 than the year before.
“Under conditions of high stress, the individual is prepared to use astrology as a coping device even though under low-stress conditions he does not believe in it.”According to American Psychological Association survey data, since 2014, Millennials have been the most stressed generation, and also the generation most likely to say their stress has increased in the past year since 2010.
Millennials and Gen Xers have been significantly more stressed than older generations since 2012.
So Sandhya spent the next year making room for Jupiter.More recently, the New Age movement of the 1960s and ’70s came with a heaping helping of the zodiac.(Some also refer to the New Age as the “Age of Aquarius”—the 2,000-year period after the Earth is said to move into the Aquarius sign.)In the decades between the New Age boom and now, while astrology certainly didn’t go away—you could still regularly find horoscopes in the back pages of magazines—it “went back to being a little bit more in the background,” says Chani Nicholas, an astrologer based in Los Angeles.On September 6, the day after the Trump administration announced it was rescinding DACA—the deferred-action protection program for undocumented immigrants—Nicholas sent out her typical newsletter for the upcoming full moon. In 2013, when Sandhya was 32 years old, she downloaded the Astrology Zone app, looking for a road map.She felt lonely, and unappreciated at her nonprofit job in Washington, D.And Americans as a whole have seen increased stress because of the political tumult since the 2016 presidential election.The 2017 edition of the APA’s survey found that 63 percent of Americans said they were significantly stressed about their country’s future.Fifty-six percent of people said reading the news stresses them out, and Millennials and Gen Xers were significantly more likely than older people to say so.Lately that news often deals with political infighting, climate change, global crises, and the threat of nuclear war.And that shorthand works well online, where symbols and shorthand are often baked into communication.“Let me state first that I consider astrology a cultural or psychological phenomenon,” not a scientific one, Bertram Malle, a social cognitive scientist at Brown University, told me in an email.But “full-fledged astrology”—that goes beyond newspaper-style sun-sign horoscopes—“provides a powerful vocabulary to capture not only personality and temperament but also life’s challenges and opportunities.