The astrology business has boomed by 482% since 2018, now valued at $12.8 billion and rising:
. . . more Americans know their zodiac sign than their blood type, and likewise, as many as 70 million Americans check their horoscopes daily.
More.
The numbers rival American Catholicism.
The reason?
Today's young are the most unchurched yet. Having given up on one superstition, they have simply fallen for another:
In terms of identity, Generation Z is the least religious generation yet. More than one-third (34 percent) of Generation Z are religiously unaffiliated, a significantly larger proportion than among millennials (29 percent) and Generation X (25 percent). Fewer than one in five (18 percent) baby boomers and only 9 percent of the silent generation are religiously unaffiliated. ... Less than half of millennials (45 percent) and Gen Zers (40 percent) say they attended church weekly [during childhood].