Mercury is out of retrograde thank GOODNESS, and Pisces season just passed the baton to Aries. Are you feeling less emotional?

Brands are jumping on the astrology bandwagon like it’s the Oregon Trail, transcending food, fashion, beauty and music, and it's for good reason.

But first, a few fast facts:

• Astrology gives meaning to where the sun, moon and planets are within the 12 sections of the sky or signs of the zodiac. Your personal zodiac sign is based on where the sun was on your bday

• Horoscopes are the charts and predictions based on astrology. I like to think of them as the modern-day fortune cookie

• It's been around since the Babylonians

• No, it’s not science

• Yes, it is different than Astronomy

• You don’t have to believe in it to appreciate it. I like this quote from Astrology historian Nicholas Campion, reported by The Atlantic: "People might say they don’t 'believe' in astrology, but still identify with their zodiac sign. They may like to read their horoscope, but don’t change their behavior based on what it says."

How did it Astrology become such a star? Two words - Millennials and the internet. Whether it’s their religion, coping mechanism or fav genre of memes, Millennials are obsessed. They are also the most stressed out generation according to the American Psychological Association, which is why many say Astrology has stolen their minds.

If you dive deeper into the astrology-loving audience via Facebook Audience Insights, you'll find that 75% of the 20MM people engaging are women, and less than one third are married, which is way below average than the general population. So it seems astrology has also stolen their hearts, becoming a resource to wade through the murky waters of love.

NYT describes how "astrology provides an easy framework for endlessly personalized material, targets women and accesses ’90s nostalgia. It’s the cosmic BuzzFeed quiz." Who doesn't want that?

The combination of helping you navigate life's complicated turns along with the fact that it fuels millions of fun memes makes it the perfect recipe for success. My bacon, egg and cheese bagel is pretty accurate, what about you?

Apparently, our country as a whole has a cosmic craving. The US ranks higher than Canada and the UK for believing that houses can be haunted, that E.T. is real and witches are a thing. We're on par with believing in Astrology and rank lower for believing we can communicate with the dead. This study was from 2005 though, so it probably doesn't account for America's more recent obsession with all of those shows about Mediums.

Why does it all seem so believable? A nice little theory called confirmation bias, which has been sourced as a key reason why people believe. Defined as "the tendency to search for, interpret, favor, and recall information in a way that confirms one's preexisting beliefs or hypotheses."

In the 1960s, famous psychologist Peter Wason fielded research to prove this theory and coined the term, but this notion dates much further back in literature. In Dante's Divine Comedy, the main character is cautioned that "opinion—hasty—often can incline to the wrong side, and then affection for one's own opinion binds, confines the mind." #Preach.

So, how have brands turned star-gazing into money-making?

Popular women lifestyle sites started to realize how much traffic and engagement astrology content was driving, so they poured fuel on that magical fire. The Cut reported that a typical horoscope post on the site got 150 percent more traffic in 2017 than the year before.

Refinery29 has made horoscopes front and center—dedicating an entire section of their website and Instagram highlights to them. Fashion sites like Vogue offer style advice based on signs. Starbucks even created a drink themed zodiac chart to help you order the best refreshment for your personality.

But the trend doesn't just stop with content. Now brands are developing zodiac themed products.

Beauty brands have created everything from lipsticks to nail polishes for the signs. Kylie Jenner even made a Leo Lip Kit, no wonder she's so successful; leos rule!

Trendy men's streetwear fashion label, Vetements, has your back (literally) with zodiac t-shirts.

Spotify recently launched Cosmic Playlists that update each month based on your sign. More than half a million people have already subscribed and now they are adding readings from famous astrologers. Stream on my friend.

Here's a horoscope for strategists: If you're looking for the answers, look no further than the stars because if Starbucks jumps on the bandwagon, it must be a trend. Make sure to listen to your inner thoughts but don't get tricked by your mind. You may be feeling particularly lost today—if so, read this newsletter.