Millennials are turning to astrology with increasing fervor and sincerity, looking to the stars for guidance and inspiration for everything from dating to style. Appetite for celestial services has steadily grown since we charted the rise of all things zodiac three years ago. Now, in an effort to capitalize on the $2.2 billion mystical and psychic services market, mainstream brands and platforms are tailoring their products to appeal to the astrologically-minded consumer.
Astrology is gaining traction as a viable guide for life decisions ranging from where to go on vacation to who to live with. On May 4th, 2019 Brooklyn-based wellness studio HealHaus will host an astrocartography workshop. Astrologer Dara Dubinet defined astrocartography as “astrology of place,” and explained in a March 2019 Well + Good article that “any time we’re thinking of relocating, traveling, holding a retreat, or having a wedding, it’s good to know what energies the destination holds for us.” HealHaus’ website describes the practice as “a spiritual science” that offers insight into “your most likely locations for financial prosperity, loving relationships, optimal health, spiritual progress and more.” Bumble, meanwhile, added a zodiac feature in January 2019 that allows users to filter matches by sign, and The Guardian questioned in April 2019 whether selecting a roommate based on zodiac signs should be considered legal discrimination.