June 13, 2023 at 6:00 a.m. EDT
Kaelen Larocque was born on Jan. 1, 1996. To her, it’s far more than merely her date of birth.
It’s the date that determines parts of her personality, her passions, her romantic interests and, to some degree, her life decisions.
Like others who subscribe to astrology, she is a firm believer that celestial objects have a direct effect on human life. Learning about astrology, Larocque explained, has enhanced her self-awareness and deepened her bonds with others. She knows who she is cosmically compatible with — and, conversely, with whom she is not.
“I’ll never date a Pisces again,” she half-jokingly declared.
Astrology is a useful introspective tool “for people who want to delve deeper into themselves,” said Larocque, 27, a Boston-based middle school teacher and yoga instructor. “The best thing we can do as people is to learn about ourselves and try to improve.”
Larocque is not alone in turning to astrology as a means of self-improvement, introspection and personal growth. The astrology field is booming — a trend that has been driven by younger generations, experts say, and is evidenced by the countless websites and platforms that cater to the astrologically inclined. These include Co–Star personalized astrology — which is ranked among the top 40 lifestyle apps in the country — along with zodiac-centric dating apps, dozens of astrology podcasts, best-selling books and myriad astrology meme accounts on social media. “Mercury in retrograde” has become a household phrase.
According to Allied Market Research, the global astrology industry was valued at $12.8 billion in 2021, up considerably from $2.2 billion in 2018. By 2031, it’s expected to rise to $22.8 billion.
Astrologers say the field has surged in popularity for several reasons, the most salient of which is better accessibility through technology. Next is the pandemic, and the perilous mental health crisis it propelled. Research has shown that people are more likely to be drawn to divinatory practices in times of tumult and uncertainty.
“Definitely over the past decade there’s been a rising interest, but even more so since the pandemic,” said Tracey L. Rogers, a Philadelphia-based astrologer and life coach. “There were a lot of people reaching out and wanting some guidance on how to navigate those times.”
Not everyone views astrology’s rising prominence as a positive development. Although market research firm YouGov found that a quarter of Americans claim to believe in it, there is no scientific evidence that supports astrology. Some experts say that while finding joy and fulfillment in reading astrology materials is one thing, basing major life decisions entirely on disproven science is risky.
For Larocque, incorporating astrology into her life isn’t necessarily about buying into every word she reads in her horoscope. She doesn’t view astrology as one-size-fits-all, but rather an adaptable ideology. “You pick and choose what resonates with you, and what doesn’t,” she said.
Larocque, a Capricorn, became astrologically curious seven years ago in the wake of a bad breakup with — unsurprisingly — a Pisces. Now, it would take a lot of convincing for her to get involved with a potential partner of that sun sign.
Rogers noted, as Larocque did, that many people tap into astrology to help them handle hardship or cope with change.
“Being armed with this information, you can empower yourself and make the most of things,” Rogers said.
The scientific community’s stance
Astrology has been practiced since the 3rd millennium B.C. and has undergone waves of popularity over centuries in different parts of the world. Since the e
