Astrology addicts can now see zodiac content on Bumble

Astrology expresses complex ideas about personality, life cycles, and relationship patterns through the shorthand of the planets and zodiac symbols. And that shorthand works well online, where symbols and shorthand are often baked into communication.

Increasingly, consumers (Gen Z’s especially) are seemingly ditching Bumble, Hinge, and Tinder in favor of apps that better cater to their preferences and behaviors. In the last 18 months or so, a new paradigm of dating apps has emerged, many of which draw upon growing behaviors around gaming, live and short-form video (Curtn, Lolly, Snack, Filter O... See more

At best, astrology gives people a sense of control in a chaotic world and helps them relate to others by ascribing personality traits and life’s seeming randomness to star signs and the movements of planets. Users may also learn about themselves in the process, as they’re forced to pause and examine their own behavior and feelings.