Astrology has been repeatedly debunked by scientific studies. But that truly doesn’t matter to [Susan] Miller — and why should it, when traffic to her website grows monthly? Astrology — which has been dated back as far as the second millennium BCE — has survived more than one sea change in humanity’s conception of “nature” or “truth.”
In recent years, astrology has found a natural home online, where it’s easy to see sign alignments as memes in the making, and Etsy’s army of crafters can sell clothing, jewelry, and phone cases emblazoned with star charts. And as it turns out, an aesthetic update (like the major overhaul Miller gave her website in 2016) matters: Just as crystals became cool in part when we realized just how Instagrammable they are, the marriage of astrology and design has helped it shed its woo-woo, New Age, Nag Champa vibes and transform into a hip, shareable form of self-knowledge and self-assessment.
BuzzFeed takes a deep dive into the popularity of astrology on the internet, looking at how devotees of star charts have found community and understanding on the World Wide Web.