‘People just love hearing about themselves’: The Gen Z yearning for magic fuelling an $8b astrology market

Astrology is charting new growth, particularly among Gen Zers seeking a sense of self and certainty – and, perhaps, magic – in a bleak, online world.

For some reason, the subject of astrology has the ability to make people truly furious. A public blow-up between radio shock jocks Kyle Sandilands and Jackie “O” Henderson recently brought to light just how many people from all walks of life are captivated by their sun, moon and rising signs. And just how many more find it ridiculous.

For those who missed the headlines, Sandilands’ beef with Henderson back in late February focused on her fascination with astrology. He said, live on air, that it made her “almost unworkable” and that she was “off with the fairies”. Henderson walked from the show and in March, Sandilands’ contract was terminated. He sued his former employer and has reached a settlement. Classic Gemini.

So why does astrology spark such a visceral reaction? It’s not like it’s new – the stars and their alignments have been a point of interest from the moment we learnt to look up.

Radio drama aside, astrology is bigger than ever. Particularly with people born between 1997 and 2012. It’s not just analogue any more. It’s social, it’s digital, and it’s profitable. In 2017, trends forecaster WGSN declared “new spirituality is the new norm”. Two years ago, Allied Market Research reported the global astrology market would be worth $US22.8 billion (about $32.5 billion) by 2032. The app space’s market value alone was estimated at $US5.7 billion (about $8.2 billion) in 2026 by the Business Research Company.

The traditions of Vedic, Western, Hellenistic and Chinese astrology have been used for thousands of years by everyday folk as well as some people of influence (both Ronald Reagan and banker J.P. Morgan famously consulted astrologers) to interpret life paths, forecast world events, conceive children and influence career decisions. Maybe Sandilands should have had his chart done after all.

A sceptic might describe the difference between astrology and astronomy as pseudoscience and science. There’s a small amount of crossover. For the purposes of this story, think of an astrological chart as the mapping of a human soul based on the positioning of the sun, moon and planets. Using a person’s geographical location, date and time of birth, an astrologer will determine certain factors of an individual’s personality, potential and life path.

Jules Ferrari is a Western astrologer with more than 1000 charts under her belt. No two readings, in her experience, have ever been the same. “An astrologer,” she say