The popularity of astrology is usually explained as the result of the decline of organized religion, the emergence of economic precariousness and also as an aspect of the New Age modalities that emerged in Losos 60 and 70. There is also a matter of political panic, says Christine Smallwood in Astrology in the Age of Uncertainty. It’s often said that in times of crisis people look for something to believe in.
A 1982 study by psychologist Graham Tyson revealed that” people who consult astrologers”do so in response to stress factors in their lives, especially linked to the individual’s social roles and relationships.” Tyson wrote that”in these very stressful conditions, the individual is willing to use astrology as a mechanism to withstand reality, although under less stressful conditions he does not believe in it.
According to research by the American Psychological Association, the millennials have been the most stressed generation and also the most likely to say that their distress has been on the rise since 2010. The generation of the millennials and The X have endured much more stress than their elders. That, in the United States, grew in 2016 with the election of Donald Trump. 63% of Americans live in anguish for the future of their country, according to a poll. Reading the news stresses them, especially young people, because they revolve around political struggles, climate change, global crises and the threat of nuclear war. If stress makes astrology brighter, it’s no surprise that more and more people come to it.
In a sense, Astrology fits perfectly for the internet age. The availability of much online information has given this cultural wave of astrology some scholarship.
Changes brought about by the rotation of the planet bytes create new relationship opportunities and open the doors to prosperity.”The guru who had made this prediction about the future of astrology in the mid-1990s would have hit the nail on the head. The possibilities generated by the internet helped the subject to regain aura pop and win fans. The old horoscopes have reinvented themselves in the form of modern applications for the mass of people living with one eye on the smartphone and the other in the stars, a phenomenon that has provoked an unprecedented alignment of investors around the business.
In the United States, the wheel of fortune turned towards startups such as Co-Star, a platform launched in 2017 that already accounts for more than 5 million downloads. Founded by escorpiana Banu Galler, the company uses Nasa data to identify the positioning of stars and planets in the sky at the time the user was born and thus make his astral map. In early 2019, the company received a $ 5 million capital injection, a record in that market, made by Silicon Valley investors. Another American app, The Sanctuary, known as the astrology Uber, which connects astrologers to users, has earned $ 1.5 million from the five Four Ventures incubator also this year.
What has been driving the business is the interest of the millennials, as are called the born between the 80s and 90s, the first to live in a fully connected world. ” This generation seeks narratives that are not only rational to think about the future, ” believes Rebeca de Moraes, founder and director of Trop, a company specialized in the study of market trends in Latin America. This type of audience creates almost infinite possibilities for the launch of products and services taking advantage of the revival of mysticism.
In 2018, for example, Maria Grazia Chiuri, creative director of the French giant Dior, developed prints with tarot figures for silk scarves, pullovers and pump jackets with patches. “Young people are living in a moment of crisis of truth. When we cannot believe in society, we seek answers that go beyond reason,” says psychoanalyst Lucas Liedke, one of the creators of the Peoplestrology platform, launched in Brazil in 2018. The service proposes to investigate the relationship of astrology with current themes, in search of new cultural and behavioral trends.