It’s Written in the Stars: The Dollar Signs Behind our Zodiac Signs
Graphic by Michelle Hong.
Astrology has become a big business, especially over the past several years. Our own solar system — stars, sun and planets included — seems to be one of the most marketable assets out there, or more accurately, up there. Merriam Webster defines astrology as “the divination of the supposed influences of the stars and planets on human affairs and terrestrial events by their positions and aspects.” But today, astrology is so much more than an acquisition of future knowledge using supernatural techniques. It’s become a hugely profitable enterprise.
Zodiac mythology first originated in Babylonian astronomy. Surprisingly, the zodiac is a scientific term used in astronomy, as well as astrology. It’s simply “the annual pathway of the sun across our sky,” per Christopher Crockett in “EarthSky.” By 1500 BC, the Babylonians had coined the term “zodiac” and successfully divided the celestial pathway into 12 equal, 30 degree sections.
The Zodiac; Image via EarthSky
According to Olivia B. Waxman in a 2018 article for Time, the ancient Greeks adopted the Babylian’s zodiac. The 12 omnipresent star signs we are oh-so familiar with were named by the Greeks. In particular, we have the ancient Greek astronomer Ptolemy and his book “Tetrabiblos” to thank for the 21st-century zodiac craze. Waxman rightfully deems “Tetrabiblos” the core book of Western astrology. I recently perused Ptolemy’s book via this PDF. With four complete books and sections ranging from “Mascline and Feminine Signs” to “Diseases of the Soul” and “Foreign Travel,” it’s quite ~comprehensive~ to say the least.
Yet, Ptolemy and his zodiac Odyssey was really only the beginning. As per their custom, the ancient Romans claimed astrology as their own, and it flourished during the Roman Empire. Throughout history, astrology has touched virtually every ancient civilization and culture: ancient China, Egypt, Ancient Arabia, and Medieval Europe. Astrology may be practiced globally, but its associated customs and histories vary greatly from region to region. What’s more, Western astrology (aka the type we see on Co-Star) certainly isn’t the only — or most notable — tradition. Eastern astrology, including Vedic, Hindu, Joytish, and Chinese, are widely practiced, and use a completely different set of signs. GaneshaSpeaks.com explains that, for instance, Vedic astrologists study planetary positioning in relation to other celestial bodies, rather than Western horoscopes.
Ancient peoples, much like avid zodiac aficionados today, relied on the stars to predict personality, characteristics and behaviors. The zodiac was a guide to understanding the complexities of human life, and its predictive attributes were (and still are for many) irresistibly engrossing.
Fast forward to 2021: as modern consumers, we’re flooded with endless horoscopes and Zodiac-themed products. It’s easy to see why lifestyle brands pour so much time and money into the astrology market. Individualistic Gen-Zers notoriously crave anything that feels customized to their specific needs. Astrology offers the perfect platform to satisfy this made-to-order attitude. Retailers are quick to pounce at any opportunity to appropriate the ancient Babylonian tradition, transforming astrology into a choose-your-own adventure. In fact, many are first introduced to astrology via advertisements for various items — perfumes, lotions, lip gloss, nail polish or loungewear — available in a dozen Zodiac sign options.
These candles are available for purchase at Coming Soon New York for $50 a piece; Image via Coming Soon New York
What used to be relegated to the back of magazines or $5 beauty products has now achieved high cultural status. In 2021, the stars are not only trendy, but classy, sophisticated and refined, much like they were in ancient Greece, Rome and the European Middle Ages. I recently discovered a line of Zodiac candles designed by acclaimed Australian contemporary artist Madelaine Buttini (Madbutt). The collection features candles that each have an image, horoscope description and distinctive scent. Buttini collaborated with Prospect New York, a company who partners with contemporary artists. According to their About page, the company aims “to create limited-edition design objects and collectible art products — pieces that are as beautiful as they are affordable. . . Exactly how art should be.”
Cosmopolitan excels in offering accessible astrological content that delves much deeper than which appetizer to order at Cheesecake Factory. In a 2019 interview with CBS, Cosmopolitan Editor-In-Chief Jessica Pels explains her decision to expand the magazine’s astrology content. According to Pels, “there is basically more interest in this content than we even have time to produce it, but we’re putting it everywhere and everywhere we put it, it works.” And when she said everywhere, she really meant it. In any given issue, you’ll find nine pages worth of horoscopes, tarot card readings and forecasts from professional astrologists regarding how to tackle major planetary events, like Mercury retrograde. For the past 17 months, a whopping 10% of their magazine content has been dedicated exclusively to astrology, and this percentage will likely only rise.
Like a true Sagittarius, I’m relentlessly curious and am constantly picking up new hobbies,astrology being one of them. There is something oddly reassuring and therapeutic about thumbing through a monthly horoscope prediction or perusing your astrological compatibility with, say, a fellow fire sign Aries. And judging by the number of apps dedicated solely to astrology, I’m definitely not alone. This January, Seventeen compiled “10 of The Best Horoscope Apps for People That Are Obsessed With The Stars.” Their picks include: The DailyHoroscope, Time Nomad, Co-Star, Astrology Daily Horoscope, iHoroscope, Susan Miller Astrology Zone TimePassages, Chaturanga Astrology, AstroStyle and Daily Horoscope Plus 2019. While I can’t speak to all these apps, I can vouch for Co-Star. It’s definitely worth a download if you enjoy puzzling over daily riddles like “do color code” and “don’t tracing.”
Healing crystals, in tandem with astrology, are also having a bit of a moment. I saw a recent video on my Tik Tok fyp where @dababyaries detailed her dream day: a coffee date, thrifting expedition and stop at the local “crystal” shop. The comment’s section was flooded with sentiments echoing “same” and “the perfect day.” Coffee and thrifting are, at this point, about as basic as a pair of Air Force 1s, but crystal shopping . . . this is a relatively new phenomenon. Locke Hughes explains in Oprah Magazine that crystal healing is part of the New Age wellness trend. The concept is fairly simple: certain crystals emit uplifting energy that help boost your mood and your physical state of being. Although no evidence explicitly affirms these beliefs, Hughes emphasizes the importance of the placebo (aka the mere belief that crystals are helping to ward off negativity might actually boost your spirits).
Bella Hadid has pioneered the crystal fad; Image via @bellahadid on Instagram.
At this point, you may be wondering: which crystal should I purchase? Surprise, surprise, astrology can answer that question! In fitting with Gen-Z norms, crystal shopping is a highly personalized experience. There may be a smorgasbord of simmering stones that fit your specific needs, at least according to the sun and moon positions at the time and date of your birth.
Whether you’re still doubtful of astrology as a practice, or you can’t wait to add a new crystal to your ever growing collection, one thing is clear: so long as we keep checking our Co-Stars and purchasing our Zodiac candles, the astrological craze won't get swept up in a proverbial black hole anytime soon.