In a world dominated by data, scientific breakthroughs, and rational thought, there’s one belief system that continues to captivate millions, despite its lack of empirical evidence: astrology. In an era where facts, research, and reason shape our understanding of reality, why does astrology still hold such widespread appeal? From daily horoscopes in newspapers to astrology apps that promise personalized readings, the fascination with astrology remains steadfast. This begs the question: Why does this ancient pseudoscience continue to thrive, especially in a society that increasingly values logic and scientific rigor over mysticism?
The Power of Personalization and Comfort Motivates People towards Astrology
Astrology is more than just a collection of sun signs or lunar phases—it provides personalized insights that speak directly to individuals’ lives. This sense of personalization is a key reason why astrology remains so popular. Whether it's a daily horoscope, a detailed birth chart, or a tailored reading, astrology promises a form of insight that feels uniquely relevant to each person.
Astrology apps like Co–Star, The Pattern, Astro Sage, Astro Talk and Sanctuary are driving this surge in interest, offering highly personalized experiences based on users’ birth dates, times, and locations. In 2022, the Pew Research Center found that nearly 29% of Americans believed in astrology, with an additional 35% admitting they read their horoscopes for entertainment or curiosity. The growing popularity of astrology apps reflects a trend toward more individualized content and real-time, customized readings that provide a sense of guidance amid life’s uncertainties.
"People are looking for answers, and astrology offers a way to reflect on their lives in a deeply personal way," explains Aja, a senior astrologer at Co–Star. "It’s not just about predicting the future—it's about offering a mirror to who you are, your potential, and how you relate to the world around you. It’s intimate, it’s personal, and it can be comforting."
The Appeal of Meaning and Control in an Uncertain World
Astrology’s continued popularity also stems from its ability to provide meaning and order in an increasingly chaotic world. In times of uncertainty—whether caused by political upheaval, economic instability, or personal crisis—people often seek out systems that promise answers or a sense of control. Astrology provides a framework for understanding personal and global events in a way that feels both structured and mystical.
Astrology flourished in the wake of the 2008 financial crisis, and again, interest surged in 2020 during the COVID-19 pandemic. As the world faced a global health crisis, political instability, and a deeply unsettling economic future, many turned to astrology for reassurance. In a survey conducted by The Guardian during the height of the pandemic, 72% of millennials admitted to reading astrology content as a way to cope with the uncertainty.
Dr. Jennifer Finney Boylan, a psychologist at Barnard College, explains, "People are inherently uncomfortable with uncertainty. Astrology offers a sense of cosmic order, even when life feels random. The idea that there is a grand plan or a greater purpose behind what happens to us can be very comforting, especially in times of crisis."
The Human Desire for Connection and Belonging
Astrology also serves as a form of social glue, helping people connect to one another by offering a shared language and a common framework for understanding life’s mysteries. Astrology is now more than just an individual practice—it’s a social one. On platforms like Instagram, Facebook, TikTok, and Twitter, astrology memes, readings, and predictions go viral, creating a sense of community and camaraderie among those who believe in its power.
In fact, social influence is a critical factor - why astrology persists. Research conducted by the Journal of Social Influence in 2023 found that people are more likely to believe in astrology if their friends, family, or social circles do. This peer-driven belief system amplifies astrology’s popularity, particularly among younger generations who are more active on social media and drawn to new forms of self-exploration.
"Astrology is part of the cultural zeitgeist now," says Samantha, a 28-year-old freelance writer from Los Angeles. "It’s a way to connect with others, whether it’s bonding over shared zodiac signs or discussing your rising sign over coffee. It’s fun, it’s social, and it makes you feel like you belong to something bigger than yourself."
The Allure of the Mystical and the Unknown
One of astrology’s most enduring qualities is its connection to the mystical and the unknown. Despite advances in scientific understanding, humans continue to be fascinated by the cosmos and its mysteries. Astrology, with its ancient roots and promise of hidden knowledge, taps into this deep-seated curiosity about the universe and our place within it.
Astrology provides a framework for interpreting life’s mysteries, especially when faced with events or challenges that seem inexplicable. The human need for meaning in the face of suffering, confusion, or existential uncertainty makes astrology a compelling tool for exploration. Whether it’s navigating the complexities of personal relationships, understanding career challenges, or contemplating spiritual growth, astrology offers a way to connect the personal to the cosmic.
"People turn to astrology because it gives them a sense of something greater than themselves," says Dr. Linda Black, a clinical psychologist and expert on the intersection of psychology and astrology. "It’s not just about predicting the future—it’s about giving people a sense of direction, a sense of meaning that science can’t always provide."
Why There’s No Scientific Proof of Astrology
Despite its widespread popularity, astrology has faced consistent criticism from the scientific community. The primary reason for this skepticism is the lack of empirical evidence supporting its claims. Studies have shown that astrology does not hold up to the rigorous standards of scientific testing. For example, in controlled studies, astrologers have failed to accurately match birth charts with personalities, contradicting the fundamental premise of astrology—that celestial bodies influence individual traits and destinies.
One of the most famous studies debunking astrology is the Mars Effect, conducted by French psychologist Michel Gauquelin in the 1950s. Gauquelin’s research initially seemed to show a correlation between certain planetary positions and professions, but subsequent studies failed to replicate these results. Most scientific reviews of astrology find that the predictions made by astrologers are no more accurate than random chance.
Astrologers also have no universally accepted theory for how planetary movements and celestial bodies would influence human behavior or events. Unlike in physics, where theories are grounded in quantifiable data and reproducible experiments, astrology lacks a clear mechanism that can be tested or verified scientifically.
Astrophysicist Neil deGrasse Tyson has repeatedly pointed out that the positions of planets and stars at the time of your birth have no physical mechanism that could explain any impact on your personality or future. "Astrology is like a giant placebo," Tyson says. "It gives people comfort, but it doesn’t have any scientific basis."
The Cognitive Bias That Keeps Astrology Alive
Psychologists have long studied the cognitive biases that make people prone to believing in astrology. One such bias is the Barnum effect—the tendency for people to accept vague or general statements as personally meaningful. Astrological predictions often rely on generalized statements that can apply to a wide range of people, but individuals are inclined to see them as highly specific to their own lives.
For example, a horoscope may say, "You’ll face unexpected challenges today, but stay calm and you will overcome them." This type of statement is vague enough that nearly anyone could apply it to their own experience, especially when they are looking for guidance or reassurance.
A Belief System for the Modern Age
Despite its lack of scientific validation, astrology remains popular because it taps into fundamental human needs: the desire for meaning, comfort, connection, and understanding in a world that often feels overwhelming and unpredictable. Astrology’s appeal isn’t based on the accuracy of its predictions, but on its ability to provide people with a sense of control, personal insight, and reassurance during times of uncertainty.
While science continues to debunk astrology’s claims, its popularity endures because it offers something that modern science cannot: a framework for navigating the unknown, understanding one’s place in the cosmos, and finding a sense of community in a world that often feels fragmented. As long as people crave meaning and guidance, astrology will continue to thrive—whether or not it can prove its claims in the laboratory.