"As a child, the females for tea and biscuits round my nan's, where the astrology columns of the Mail and the dreaded Sun would be read out with various degrees of mystery and giggling," 36-year-old Bob from Kent remembered. Most admitted being put off because astrology had been so gendered. Swipe through a dating app and you'll soon find a woman who's included their sign in emoji in their bio as shorthand for personality traits, likes and dislikes, and an indicator for compatibility. In 2016, mental health was prime meme fodder now, astrology memes are all over our timelines. All that interest has given publishing a boost: sales of mind, body and spirit books are booming in 2017, sales rose by 13 percent in just a year. Since September of 2017, there's been a steady increase in people searching "astrological compatibility". In the UK, Google searches for "birth chart" doubled between November of 2013 and November of 2018. Other media platforms for women have noticeably ramped up astrology content from filler to the forefront. Broadly, VICE's channel geared towards women and the LGBTQ community, gets a huge amount of traffic from astrological features and horoscopes. Over the past two to three years, astrology has shifted from being a niche interest to a major point of enthusiasm for many women and queer people.
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