Astrology is on the rise, even if Millennials don’t actually believe in it.

Astrology is on the rise, even if Millennials don’t actually believe in it. As we explored in our recent Practical Magic trend, astrology trending for the entertainment factor, as well as a desire for self-reflection. The allure may lie in feeling real and relatable, rather than true: “Millennials are more comfortable living in the borderlands between skepticism and belief because they’ve spent so much of their lives online, in another space that is real and unreal at the same time.” And publications aren’t missing the chance to monetize the moment: The Hairpin even features columns like “Astrology is Fake But Taurus Hates Change.” (The Atlantic)