![]() ![]() So why has a concept that has been around for thousands of years taken over the zeitgeist again? Studies show that stress, uncertainty and compound collective trauma often leads to moments of self-discovery, and the past few years certainly tick those boxes. Sixty-two per cent of Gen Z and 63 per cent of millennials say their zodiac sign accurately represents their personality traits, with many also leveraging astrology to help make life decisions - from dating to career direction and even finances, including property and investments. While the astrological cultural takeover is happening whether you believe in star signs or not, according to a report by trend forecasting agency WGSN, most of us do. The mystical services market, which includes astrology, mediumship, tarot and palm readings, is estimated to be worth US$2.2 billion ($3.3 billion) globally, with an average growth of 0.5 per cent per year since 2017. Terms such as birth chart, rising sign and planetary transits are no longer relegated to the fringes of society they’ve taken centre stage in our social media feeds, our friendships and, increasingly, the economy. ONCE a foreign language to many, the lexicon of the stars now permeates Slack channels and coffee breaks, peppers pithy Instagram captions and has sparked an entire category of meme culture. ![]() The Stars (2022) by Lou Benesch for Harper’s BAZAAR ![]()
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