Women, younger adults and LGBTQ+ people are most likely to look to the stars for guidance. We Are/DigitalVision via Getty ImagesShiri Noy, Denison University; Christopher P. Scheitle, West Virginia University, and Katie E. Corcoran, West Virginia University Scroll through TikTok, browse dating profiles or sit at a cafe, and you’ll often hear people reference their astrological sign. Someone might proudly claim their Leo energy; others joke that they would never date a Scorpio. Even in modern societies shaped by science, technology and universities — what sociologists sometimes call “disenchantment” — many people are still looking to astrology for meaning. Its widespread popularity sits alongside skepticism, with surveys suggesting that astrology can be popular even among those who don’t fully “believe” in it and use it “for fun.” In a new study published in the sociology journal Social Currents, we examined who consults astrology, how they use it and why they’re drawn to it. Drawing on nationally representative surveys, interviews with Americans and conversations with professional astrologers, we found that astrology is less about predicting the future and more about making sense of the self in an uncertain world.
Astrology’s deep roots
Astrology – the idea that the positions and movements of the Sun, Moon, planets and stars influence events on Earth – has a long history. For centuries, it was closely linked with astronomy. Early astronomers were also astrologers, charting the stars to measure time and interpret their influence on human life. The familiar 12-sign zodiac dates back to the fifth century B.C.E., and astrology was taught in medieval universities.In 1660, Dutch-German cartographer Andreas Cellarius created a star atlas featuring the 12 signs of the zodiac.Buyenlarge/Getty Images
Astrology’s appeal in uncertain times
Astronomy and astrology began to diverge in the 17th century. As astronomy embraced mathematics and observation during the Scientific Revolution, astrology increasingly lost its scholarly legitimacy and was pushed to the margins. By the 19th century, science itself became professionalized. Universities and academies formalized disciplines, research careers and standards of evidence. With astronomy firmly established as a science, astrology was relegated to the realm of the occult or pseudoscience. Astrology entered mainstream culture in the 1930s with daily newspaper horoscopes and spread widely, before experiencing renewed popularity in the 1960s and 1970s thanks to the New Age movement. Astrology’s current digital resurgence echoes these earlier waves, showing how it has repeatedly adapted to cultural shifts. Among Gen Zers, downloads of astrology apps have spiked in recent years, and industry reports project the global astrology market will top US$22 billion by 2031.
Who’s turning to astrology
Astrology today is far from fringe. Roughly one-quarter of Americans say they believe in astrology, according to a June 2025 Gallup survey. A May 2025 Pew Research poll found that close to one-third of Americans say they’ve consulted horoscopes or similar tools. In our analysis, just under half of Americans reported ever having consulted a horoscope. We also found that women, younger adults and LGBTQ+ people were especially likely to look to the stars for guidance. More than half of women said they had read a horoscope, compared with slightly more than one-third of men. About 60% of sexual minorities reported doing so, compared with just under half of heterosexuals. Younger adults were consistently more likely than older adults to read or consult astrology. Its popularity reflects broader cultural shifts: Younger generations are less tied to organized religion but continue to seek out spirituality or find meaning in other places. In our study, we draw on data from interviews with 31 Americans, who shared that they saw astrology as a form of entertainment or as a window into someone’s personality. Many respondents could name their zodiac sign or sun sign, and some described how it seemed to “fit” their personality. Few saw astrology as literally predictive. Instead, they used it as one more way to understand the self, comparable to tools such as the Myers-Briggs personality test or the enneagram. Our co-author, independent researcher Avantaea Siefke, interviewed professional astrologers and their clients, who framed astrology differently. For them, it was less about labels and more about spirituality and decision-making. They described astrology as a way to time major choices, gain confidence or reflect on relationships. One astrologer likened it to therapy: not deterministic, but a source of guidance and assurance.
Astrology in uncertain times
Why does astrology resonate now? Some analysts have described the current moment as an “age of polycrisis,” with overlapping economic, political and environmental challenges. At the same time, identity categories have become more fluid, and traditional sources of authority — religion, education, government — are more likely to be contested or distrusted. Astrology may offer people tools for navigating these uncertainties. It provides a language for identity, giving people shorthand to describe themselves and others. It offers a measure of control by giving people frameworks for thinking about choices and timing. And it creates community, particularly for LGBTQ+ people. Scholars have noted that astrology is a way for queer communities to cope with everyday struggles and imagine alternatives to mainstream forms of care and healing. Critics often dismiss astrology as irrational or pseudoscientific, and it’s true that astrology is not a science. But rather than asking whether astrology is “real,” it may be more useful to ask what its popularity says about contemporary life. From a sociological perspective, astrology is fascinating precisely because it straddles categories. Rather than a set of cosmic beliefs, many people treat astrology as a tool — part spirituality, part cultural practice, part entertainment and part language for understanding themselves and others. It is probably no coincidence that astrology often surges during unsettled times. Just as earlier generations might have turned to prayer or ritual, many people today turn to the stars. And while astrology may not predict the future, its popularity says a great deal about how Americans are navigating the present. Independent researcher Avantaea Siefke is a contributing author of this article.Shiri Noy, Associate Professor of Sociology, Denison University; Christopher P. Scheitle, Professor of Sociology, West Virginia University, and Katie E. Corcoran, Professor of Sociology, West Virginia University This article is republished from The Conversation under a Creative Commons license. Read the original article.
PG&E Donates $1 Million to Local Food Banks to Help Feed Families
PG&E donates $1 million to local food banks across Northern and Central California—equivalent to about 3 million meals—supporting 38 food banks serving 47 counties.
Just in time for the holidays, Pacific Gas and Electric Company (PG&E) announced a $1 million donation to local food banks across Northern and Central California—support aimed at meeting a surge in demand as more families and seniors struggle to put food on the table. According to PG&E, the contribution is expected to provide the equivalent of roughly 3 million meals and will support 38 food banks serving 47 counties within PG&E’s service territory.
A third major food-bank contribution since September
The $1 million gift marks the third food-bank-focused contribution since September from PG&E or The PG&E Corporation Foundation (the PG&E Foundation). Combined, those efforts bring PG&E’s total community food support in 2025 to $2.37 million. PG&E emphasized that the funding for these charitable contributions comes from PG&E shareholders—not customers.
Food banks facing record-breaking demand
Food banks across California are reporting pressure levels not seen since the pandemic. Officials with the California Association of Food Banks say demand has reached record highs, driven in part by an unexpected surge during the federal government shutdown this fall. “California food banks experienced an unexpected surge with the [federal government] shutdown this fall. So, we reached out for help on their behalf and PG&E responded,” said Stacia Levenfeld, Chief Executive Officer of the California Association of Food Banks. “Their $1 million gift to food banks throughout Northern and Central California will have a meaningful impact on the lives of millions of people this holiday season and help food banks continue their critical work in our communities.” PG&E leaders framed the donation as an extension of a longstanding partnership with food bank networks. “We are grateful to help local food banks fulfill their mission during this time of increasing demand, especially as more families and seniors are struggling through the holiday season,” said Carla Peterman, Executive Vice President, Corporate Affairs, PG&E Corporation and Chair of The PG&E Corporation Foundation Board. “Our longstanding partnership with the California Association of Food Banks supports the safety net that is our local food banks.”
Where the 2025 food support has gone
PG&E outlined additional contributions made earlier in the year:
September: The PG&E Foundation awarded $1.12 million to support local food banks, tribal food banks, and senior meal programs.
November: The PG&E Foundation donated $250,000 to the California Association of Food Banks’ Emergency Response Fund.
Equity-focused grant distribution
The California Association of Food Banks notes that while California produces nearly half of the nation’s fruits and vegetables, more than one in five residents still don’t know where their next meal will come from. Food insecurity rates are even higher in many communities of color. PG&E said grant amounts awarded to local organizations will account for county poverty and unemployment levels, using a formula from the California Department of Social Services. The goal: promote equity by directing more support to counties with higher need.
About the PG&E Corporation Foundation and PG&E
The PG&E Corporation Foundation is an independent 501(c)(3) nonprofit organization, separate from PG&E and sponsored by PG&E Corporation. PG&E is a combined natural gas and electric utility serving more than 16 million people across 70,000 square miles in Northern and Central California. More information is available at pge.com and pge.com/news.
Why this matters
As food banks brace for sustained demand beyond the holiday season, large-scale donations like PG&E’s can help stabilize local supply—especially when distributed with an equity lens that targets the counties facing the steepest economic pressures. For families, seniors, and individuals navigating rising costs, the impact is immediate: more meals available now, and stronger community support systems heading into the new year. Community links:
In the 1970s, Lynwood, CA, dreamed of a downtown mall anchored by Montgomery Ward. Decades later, the empty lots told a story of ambition, delay, and renewal.
In the early 1970s, Lynwood, California, dreamed big.
City leaders envisioned a new, modern downtown — a sprawling shopping and auto mall that would bring jobs, shoppers, and a sense of pride back to this small but growing city in the southeast corner of Los Angeles County. At the heart of the plan stood a gleaming new Montgomery Ward department store, which opened around 1973 and promised to anchor a larger commercial center that never fully came.
But for those of us who grew up in Lynwood during that time, the promise never quite materialized.
Instead, we remember acres of empty lots, chain-link fences, and faded “Coming Soon” signs that sat for decades — silent witnesses to a dream deferred.
The Vision That Stalled
In 1973, Lynwood’s Redevelopment Agency launched what it called Project Area A — an ambitious plan to clear and rebuild much of the city’s downtown core. Small businesses and homes were bought out, land was assembled, and the city floated bonds to support new construction.
For a brief moment, it looked as if the plan might work. Montgomery Ward opened its doors, serving as a retail beacon for the area. Yet the rest of the mall — the shops, restaurants, and auto dealerships — never came.
By the mid-1970s, much of downtown had been bulldozed, but little replaced it. And by the time Ward closed its Lynwood location in 1986, the vast lots surrounding it had become symbols of frustration and unfulfilled potential.
What Happened?
Some longtime residents whispered about corruption or backroom deals — the kind of speculation that grows when visible progress stalls.
But newspaper archives and redevelopment records tell a more complex story.
Lynwood’s plans collided with a series of hard realities:
The construction of the Century Freeway (I-105) disrupted neighborhoods and depressed land values. Environmental cleanup and ownership disputes slowed development. Economic shifts in retail — as malls in nearby Downey, South Gate, and Paramount attracted anchor stores — drained the local market. And later, political infighting among city officials made sustained redevelopment almost impossible.
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To this day, there’s no public record of proven corruption directly tied to the 1970s mall plan. What did exist was a tangle of bureaucracy, economic change, and missed opportunity — a perfect storm that left Lynwood’s heart half-built and half-forgotten.
Growing Up Among the Vacant Lots
For those of us who were kids in Lynwood during that era, the story is more personal.
We remember the sight of the Montgomery Ward building — modern and hopeful at first, then shuttered and fading by the mid-1980s.
We remember riding bikes past the empty dirt fields that were supposed to become shopping plazas. And we remember the quiet frustration of adults who had believed the city’s promises.
Those empty blocks became our playgrounds — but they also became symbols of the gap between what Lynwood was and what it wanted to be.
A New Chapter: Plaza México and Beyond
By the late 1990s and early 2000s, the dream finally resurfaced in a new form.
Developers transformed the long-idle site into Plaza México, a vibrant commercial and cultural hub that celebrates Mexican and Latin American heritage.
It took nearly 30 years for Lynwood’s downtown to come alive again.
The result is beautiful — but it’s also bittersweet for those who remember how long the land sat empty, and how many local businesses and residents were displaced in pursuit of a dream that took a generation to fulfill.
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Looking Back
The story of Lynwood’s lost mall isn’t just about urban planning.
It’s about hope, change, and resilience. It’s about how a community tried to reinvent itself — and how the children who grew up watching that effort still carry its memory.
Sometimes, when I drive through that stretch of Imperial Highway and Long Beach Boulevard, I still imagine what might have been: the bustling mall that never was, and the voices of a neighborhood caught between ambition and uncertainty.
📚 Further Reading
Montgomery Ward will close its Lynwood store. (Jan 3 1986) — Los Angeles Times.
Dive into “The Knowledge,” where curiosity meets clarity. This playlist, in collaboration with STMDailyNews.com, is designed for viewers who value historical accuracy and insightful learning. Our short videos, ranging from 30 seconds to a minute and a half, make complex subjects easy to grasp in no time. Covering everything from historical events to contemporary processes and entertainment, “The Knowledge” bridges the past with the present. In a world where information is abundant yet often misused, our series aims to guide you through the noise, preserving vital knowledge and truths that shape our lives today. Perfect for curious minds eager to discover the ‘why’ and ‘how’ of everything around us. Subscribe and join in as we explore the facts that matter. https://stmdailynews.com/the-knowledge/
The dystopian Pottersville in ‘It’s a Wonderful Life’ is starting to feel less like fiction
A fresh look at It’s a Wonderful Life through the film’s darkest detour—Pottersville—and why its greed, corruption, and desensitization to cruelty feels uncomfortably familiar in America today.
To many Americans, George Bailey’s dystopian nightmare is disquietingly familiar. Paramount
The dystopian Pottersville in ‘It’s a Wonderful Life’ is starting to feel less like fiction
Nora Gilbert, University of North Texas Along with millions of others, I’ll soon be taking 2 hours and 10 minutes out of my busy holiday schedule to sit down and watch a movie I’ve seen countless times before: Frank Capra’s “It’s a Wonderful Life,” which tells the story of a man’s existential crisis one Christmas Eve in the fictional town of Bedford Falls. There are lots of reasons why this eight-decade-old film still resonates, from its nostalgic pleasures to its cultural critiques. But when I watch it this year, the sequence where Bedford Falls transforms into the dark and dystopian “Pottersville” will resonate the most. In the film, protagonist George Bailey, who’s played by Jimmy Stewart, is on the brink of suicide. He seems to have achieved the hallmarks of the American dream: He’s taken over his father’s loan business, married the love of his life and fathered four excessively adorable children. But George feels stifled and beaten down. His Uncle Billy has misplaced US$8,000 of the company’s money, and the town’s resident tyrant, Mr. Potter, is using the mishap to try to ruin George, who’s his last remaining business competitor. An angel named Clarence is tasked with pulling George back from the brink. To stop him from attempting suicide, Clarence decides to show George what life would have been like if he’d never been born. In this alternate reality, Bedford Falls is called Pottersville, a place Mr. Potter runs as a ruthless banker and slumlord.Pottersville, the dark, dystopian version of Bedford Falls, is a place characterized by vice and moral decay.Paramount Having previously written about “It’s a Wonderful Life” in my book on literary and film censorship, I can’t help but see parallels between Pottersville and the U.S. today. Think about it: In Pottersville, one man hoards all the financial profits and political power. In Pottersville, greed, corruption and cynicism reign supreme. In Pottersville, hard-working immigrants like Giuseppe Martini who were able to build a life and run a business in Bedford Falls have vanished. In Pottersville, homeless addicts like Mr. Gower and nonconformist “pixies” like Clarence are scorned and ostracized, then booted out of the local watering hole. In Pottersville, cops arrest people like Violet Bick while they’re at work and haul them away, kicking and screaming.Violet Bick gets dragged away by the Pottersville police as George looks on.Paramount But what horrifies George the most about Pottersville is how desensitized the people living in it seem to be to its harshness and cruelty – how they treat him like he’s the crazy, deranged one for wanting and expecting things to be different and better. This is what the current political moment feels like to me. There are days when the latest headlines feel so jarringly unprecedented that I find myself thinking, “Can this be happening? Can this be real?” If you think these comparisons are a bit of a stretch, consider when “It’s a Wonderful Life” was made, and the frame of mind Capra was in when he made it.
Frank Capra, anti-fascist
In 1946, Capra was just returning to Hollywood filmmaking after serving for four years in the U.S. Army, where the Office of War Information had tasked him with producing a series of documentary films about World War II and the lead-up to it. Even though Capra hadn’t been on the front lines, he’d been immersed in the sounds and images of war for years on end, and he had become acutely familiar with Germany, Italy and Japan’s respective rises to fascism.Frank Capra served in the U.S. Army during World War II.Keystone/Hulton Archive via Getty Images When deciding on his first postwar film, Capra recalled in his autobiography that he specifically “knew one thing – it would not be about war.” Instead, he chose to adapt a short story by Philip Van Doren Stern, “The Greatest Gift,” that Stern had originally sent to friends and family as a Christmas card in 1943. Stern’s story is certainly not about war. But it’s not exactly about Christmas, either. As Stern writes in his opening lines:
“The little town straggling up the hill was bright with colored Christmas lights. But George Pratt did not see them. He was leaning over the railing of the iron bridge, staring down moodily at the black water.”
The protagonist contemplates suicide because he’s “sick of everything” in the small-town “mudhole” he’s stuck in – until, that is, a “strange little man” gives him the chance to see what life would be like if he’d never been born. It was Capra and his team of screenwriters who added the sinister Henry F. Potter to Stern’s short, simple tale. The Potter subplot encapsulates the film’s most trenchant, still-resonant themes: the unfairness of socioeconomic injustices; the pervasiveness of corporate and political corruption; the threat of monopolized power; the need for affordable housing. These themes had, of course, run through many of Capra’s prewar films as well: “Mr. Deeds Goes to Town,” “You Can’t Take It with You,” “Meet John Doe” and “Mr. Smith Goes to Washington,” the last of which also starred Jimmy Stewart. But they take on a different kind of weight in “It’s a Wonderful Life” – a weight that’s especially visible on the weathered face of Stewart, who himself had just returned from a harrowing four-year tour of duty as a bomber pilot in Europe. The idealistic vigor with which Stewart had fought crooked politicians and oligarchs as Mr. Smith is replaced by the bitterness, exhaustion, frustration and desperation with which he battles against Mr. Potter as George Bailey.George Bailey feels helpless in the face of corruption and cruelty.Paramount
Life after Pottersville
By the time George has begged and pleaded his way out of Pottersville, the lost $8,000 is no longer top of mind. He’s mainly just relieved to find Bedford Falls as he had left it, warts and all. And yet, the Bedford Falls that George returns to isn’t quite the same as the one he left behind. In this Bedford Falls, the community rallies together to figure out a way to recoup George’s missing money. Their pre-digital version of a GoFundMe page saves George from what he’d feared most: bankruptcy, scandal and prison. And even though his wife, Mary, tries to attribute this sudden wave of collectivist, activist energy to some sort of divine intervention – “George, it’s a miracle; it’s a miracle!” – Uncle Billy points out that it really came about through more earthly organizing means: “Mary did it, George; Mary did it! She told some people you were in trouble, and they scattered all over town collecting money!”The residents of Bedford Falls come together to save George from financial ruin.Paramount But the question of whether George actually wins his battle against Potter is a murky one. While the typical Capra protagonist triumphs by defeating vice and exposing subterfuge, George never even realizes that Potter is the one who got hold of his money and tried to ruin his life. Potter is never held accountable for his crimes. On the other hand, George is able to learn, from his time in Pottersville, what a crucial role he plays in his community. George’s victory over Potter, then, lies not in some grand final act of retribution, but in the incremental ways he has stood up to Potter throughout his life: not capitulating to Potter’s bullying or intimidation tactics; speaking truth to power; and running a community-centered business rather than one guided by greed and exploitation. In recent months, there have been similar acts of protest, large and small, in the form of rallies, boycotts, immigrant aid efforts, subscription cancellations, food bank donations and more. That doesn’t mean the U.S. has made it out of Pottersville, however. Each day, more head-spinning headlines appear, whether they’re about masked agents terrorizing immigrant communities, the dismantling of anti-corruption oversights, the consolidation of executive power or the naked display of political grift. Zuzu’s petals are still missing. Clarence still hasn’t gotten his wings. But this holiday season, I’m hoping it will feel helpfully cathartic to go with George Bailey, for the umpteenth time, through the dark abyss of his dystopian nightmare – and come out with him, stronger and wiser, on the other side. Nora Gilbert, Professor of Literary and Film Studies, University of North Texas This article is republished from The Conversation under a Creative Commons license. Read the original article.