LATIN AMERICA | Mind and Body CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) ARGENTINA Inteligencia Emocional | Emotional Intelligence 1.1x YOY growth* 18-34 20% 73% 27% Astrological Intuition Female Male 35-54 55% Long viewed as a mystical way to predict in mental health treatment as well: In therapy 55+ 25% the future, astrological signs are becoming sessions, people are discussing49 the effects 2018 2019 tools for the present as people use their star of Mercury’s retrogrades on their lives, and Q1 Q2 Q3 Q4 Q1 Q2 50 charts as roadmaps to their dispositions. one hospital in Buenos Aires started using Amateur astrologers are using their signs to astrology in 2016 to treat anxiety in its mental Tarot (Adivinación) | Tarot (Divination) understand their personalities and to sharpen wellness program. their emotional intelligence, their ability to process their feelings and those of others. The drive for understanding extends beyond 1.1x YOY growth* 18-34 21% 51 78% 22% the self, as people use birth charts to analyze People are also sharing astrological the behavior of public figures. Female Male 47 35-54 54% memes, following tarot readers online and consulting their horoscopes daily through Argentina is discovering that, to look inward, it 48 helps to look to the stars. 55+ 25% apps. Astrology is beginning to play a role 2018 2019 Q1 Q2 Q3 Q4 Q1 Q2 Mercurio (Planeta) | Mercury (Planet) 1.1x YOY growth* 18-34 24% 47 “Horóscopo cool: por qué se da la revolución astrológica,” Noticias, August 1, 2019. 77% 23% 48 “5 apps para los fanáticos de la astrología,” La Nacion, January 25, 2018. Female Male 49 Por Sanam Yar, “La nueva psicología pasa por el tarot, la astrología y la ayahuasca,” infobae, September 1, 2019. 35-54 47% 50 “A hospital in Argentina is using astrology to treat mental health patients,” Science Alert, July 6, 2016. 51 “La carta natal de Mauricio Macri,” Clarin, October 24, 2019. 55+ 29% Source unless otherwise stated: Facebook data, people ages 18+, AR, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 22