#Air Purifier Growth

[karan777]

[industrynewsupdates]

A Comprehensive Overview of Europe Air Purifier Market Landscape

The Europe air purifier market size was estimated at USD 4.6 billion in 2023 and is expected to grow at a CAGR of 6.1% from 2024 to 2030. The market growth is attributed to the critical need for improved air quality in the region. According to the European Environment Agency, 253,000 deaths in Europe could have been avoided if the fine particulate matter (PM2.5) was under the World Health Organization’s recommended number. These figures, coupled with the substantial public health costs associated with air pollution, underscore the urgency for Europeans to seek solutions like air purifiers. Thus, driving the regional market expansion.

The market held a share of 28.7% of the global air purifier market revenue. Due to rising industrialization, urbanization, and number of automobiles, Europe has become one of the most polluted regions across the globe. The European Union initiated stringent rules to reduce the percentage of air pollutants, such as sulfur oxide, nitrogen oxide, volatile organic compounds, and ammonia. Various amendments were introduced to control air pollution in the region; however, the rate at which the pollution decreased is far less than what was desired.

Gather more insights about the market drivers, restrains and growth of the Europe Air Purifier Market

Key Europe Air Purifier Company Insights

The market is quite competitive due to the presence of international as well as local players. Companies offer a wide range of products to choose from, along with the flexibility of buying from both offline and online channels. This allows consumers to compare the products based on product performance, technology, and pricing. Companies are competing based on quality, pricing, and reputation.

Recent Developments

• In February 2023, Carrier launched a new air purifier system, which uses activated carbon along with UV to purify the air. It is a new add-up to their Healthy Homes lineup. The new purifier can remove odors, VOCs, and other common harmful indoor gases

Europe Air Purifier Market Report Segmentation

This report forecasts revenue growth at regional and country levels and provides an analysis of the latest trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Europe air purifier market report based on technology, coverage range, sales channel, application, and country:

Technology Outlook (Revenue, USD Million, 2018 - 2030)

• High Efficiency Particulate Air (HEPA)

• Activated Carbon

• Ionic Filters

• Electrostatic Precipitator

• Others

Coverage Range Outlook (Revenue, USD Million, 2018 - 2030)

• Below 250 Sq. Ft.

• 250-400 Sq. Ft.

• 401-700 Sq. Ft.

• Above 700 Sq. Ft.

Sales Channel Outlook (Revenue, USD Million, 2018 - 2030)

• Online

• Offline

o Hypermarkets/Supermarkets

o Retail Stores

o Specialty Stores

o Others

Application Outlook (Revenue, USD Million, 2018 - 2030)

• Commercial

o Retail Shops (Mercantile)

o Offices

o Healthcare Facilities

o Hospitality

o Schools & Educational Institutions

o Laboratories

o Transport (railway stations, metros, bus stops, airports)

o Others

• Residential

• Industrial

Country Outlook (Revenue, USD Million, 2018 - 2030)

• Germany

• France

• UK

Order a free sample PDF of the Europe Air Purifier Market Intelligence Study, published by Grand View Research.

[researchrealmblog]

Residential Air Purifiers Market is Dominated by Portable/Standalone Category

According to a statement by P&S Intelligence, the residential air purifiers market generated a value of USD 4,225 million in 2022, and it will advance at a 7.10% CAGR, to reach USD 7,313 million, by 2030.

The growth of the industry is ascribed to government regulations for air quality control and monitoring, growing concerns regarding the environmental and health problems of pollution, and the increasing attention of the public in smart homes. Moreover, the necessity for energy-efficient equipment and the constant R&D activities by the industry players to produce innovative products also boost the growth of the industry. 

Additionally, the increasing incidence of airborne illnesses globally is also a main factor assisting the growth of the industry.

The governments have been forced to implement strict regulations for air quality checking and control due to the constant environmental degradation and the atmosphere contamination impact on public health. China, the U.S., India, France, Japan, Canada, and Germany have established several regulations and strategies to screen the air and constantly survey its quality in metropolitan regions.

In 2022, the high-efficiency particulate absorbing (HEPA) filter technology accounted for the largest residential air purifiers market share, at over 42%. This is because of the ability and high performance of this technology in trapping and removing airborne particles and improving the surrounding environment.

The activated carbon filters category will advance with a 7.7% CAGR in the years to come. Because of the larger carbon particle's surface area, the capacity of trapping odors, gases, and smoke rises.

In 2022, the residential air purifiers industry was dominated by the portable/standalone category, with a 67% share. Because of the user-friendliness and easy maintenance of these variants for homes, they are broadly adopted to improve indoor air quality. 

In-duct purifiers will observe faster growth, with a rate of approximately 7.4%, in the years to come. 

The APAC industry is expected to witness the fastest growth, of 7.9%, owing to the rapid urbanization in China and India, which is resulting in the increasing pollution level. Moreover, APAC is home to numerous industry players, which leads to the easy accessibility of these HVAC components.

Additionally, the North American residential air purifiers industry will observe a growth rate of approximately 7.3% in the years to come. This is credited to the growing case of respiratory disorders, the mounting level of pollution, and the increasing consciousness about the environmental and health implications of air pollution.

It is because of the government's indoor air quality control regulations and increasing consciousness of breathing clean air, the residential air purifiers industry will continue to grow in the years to come. 

Source: P&S Intelligence

[sramfact]

Activated carbon filters are porous materials used to purify air and water by trapping and removing contaminants through adsorption. They consist of activated carbon particles with a high surface area, providing an effective means of removing impurities such as chemicals, gases, odors, and organic compounds. 

The activated carbon filters market size is projected to grow from USD 267 million in 2020 to USD 330 million by 2025, at a CAGR of 4.4%. The activated carbon filters market has been gaining significance with its major application in water treatment and air purification; the duo being its major applications. Stringent government regulations implying directives for industrial water pollution and quality drinking water have led to fast growth and acceptance of activated carbon filter products. These regulations are being implemented in the regions of Europe and North America and also gaining importance in the APAC region. The policies and regulations implemented by different authorities for supporting the use of activated carbon filters are attributing to the growth of activated carbon filters market.

[lalsingh228-blog]

Air Purifier Market to See Sustainable Growth Ahead

Advance Market Analytics published a new research publication on "Air Purifier Market Insights, to 2028" with 232 pages and enriched with self-explained Tables and charts in presentable format. In the Study you will find new evolving Trends, Drivers, Restraints, Opportunities generated by targeting market associated stakeholders. The growth of the Air Purifier market was mainly driven by the increasing R&D spending across the world.

Get Free Exclusive PDF Sample Copy of This Research @ https://www.advancemarketanalytics.com/sample-report/68755-global-air-purifier-market-1 The Air Purifier Market report covers extensive analysis of the key market players, along with their business overview, expansion plans, and strategies. The key players studied in the report include: Camfil (Sweden), Coway Co. Ltd. (South Korea), Honeywell International Inc. (United States), IQAir (Switzerland), Americair Corporation (Canada), Koninklijke Philips N.V. (Netherlands), Dyson Technology Limited (United Kingdom), Newell Brands Inc. (United States), Sharp Corporation (Japan), Bluestar Ltd. (India), Daikin Industries Ltd. (Japan), Unilever PLC (United Kingdom), Panasonic (Japan), Mann Hummel GmbH (Germany), Whirlpool Corporation (United States). Definition: The air purifier is a device which removes impurities from the air in a room. Air purifiers Improve indoor Climate of the room and protect the health of patients with allergy, respiratory ailments, and asthmatic condition. It also helps in reducing second-hand tobacco smoke by eliminating Volatile Organic Compounds and smoke particles from the air. Massive industrialization and technological developments for developing environment-friendly air purifier in order to reduce ozone emission expected to drive the air purifier market over the forecasted period. The following fragment talks about the Air Purifier market types, applications, End-Users, Deployment model etc. A thorough analysis of Air Purifier Market Segmentation: by Type (High-Efficiency Particulate Air (HEAP) Filters, Minimum Efficiency Reporting Value (MERV) Filters, Others), Application (Residential, Commercial, Other), End-Use Industry (Industrial, Commercial, Residential, Medical), Technique (Photo plasma technology, Thermodynamic sterilization (TSS), Ultraviolet germicidal irradiation, Polarized-media electronic air cleaners, Photocatalytic oxidation (PCO), Ionizer purifiers, Ozone generators, Titanium dioxide technology) Air Purifier Market Drivers:

Track and regulate the indoor quality of air

Captures DNA Damaging Particles, Bacteria, and Virus

Rising Pollution Levels in the Urban Region

Air Purifier Market Trends:

Emphasizing on Air Purifier Integrated with Smartphone application

Increasing Residential Applications of Air Purifier

Air Purifier Market Growth Opportunities:

Rising Demand from Developing Countries Owing To Increasing Industrialization

Increasing Investments in R&D for Product Innovation

As the Air Purifier market is becoming increasingly competitive, it has become imperative for businesses to keep a constant watch on their competitor strategies and other changing trends in the Air Purifier market. Scope of Air Purifier market intelligence has proliferated to include comprehensive analysis and analytics that can help revamp business models and projections to suit current business requirements. We help our customers settle on more intelligent choices to accomplish quick business development. Our strength lies in the unbeaten diversity of our global market research teams, innovative research methodologies, and unique perspective that merge seamlessly to offer customized solutions for your every business requirement. Have Any Questions Regarding Global Air Purifier Market Report, Ask Our Experts@ https://www.advancemarketanalytics.com/enquiry-before-buy/68755-global-air-purifier-market-1 Strategic Points Covered in Table of Content of Global Air Purifier Market:

Chapter 1: Introduction, market driving force product Objective of Study and Research Scope the Air Purifier market

Chapter 2: Exclusive Summary and the basic information of the Air Purifier Market.

Chapter 3: Displaying the Market Dynamics- Drivers, Trends and Challenges & Opportunities of the Air Purifier

Chapter 4: Presenting the Air Purifier Market Factor Analysis, Porters Five Forces, Supply/Value Chain, PESTEL analysis, Market Entropy, Patent/Trademark Analysis.

Chapter 5: Displaying the by Type, End User and Region/Country 2018-2022

Chapter 6: Evaluating the leading manufacturers of the Air Purifier market which consists of its Competitive Landscape, Peer Group Analysis, BCG Matrix & Company Profile

Chapter 7: To evaluate the market by segments, by countries and by Manufacturers/Company with revenue share and sales by key countries in these various regions (2023-2028)

Chapter 8 & 9: Displaying the Appendix, Methodology and Data Source

Finally, Air Purifier Market is a valuable source of guidance for individuals and companies. Read Detailed Index of full Research Study at @ https://www.advancemarketanalytics.com/reports/68755-global-air-purifier-market-1 What benefits does AMA research study is going to provide?

Latest industry influencing trends and development scenario

Open up New Markets

To Seize powerful market opportunities

Key decision in planning and to further expand market share

Identify Key Business Segments, Market proposition & Gap Analysis

Assisting in allocating marketing investments

Thanks for reading this article; you can also get individual chapter wise section or region wise report version like North America, Middle East, Africa, Europe or LATAM, Southeast Asia. Contact US : Craig Francis (PR & Marketing Manager) AMA Research & Media LLP Unit No. 429, Parsonage Road Edison, NJ New Jersey USA – 08837 Phone: +1 201 565 3262, +44 161 818 8166 sales@advancemarketanalytics.com

[chemicalsources]

UV Air Purifier Market Forecast Green Technologies on the Rise

Air purifiers equipped with ultraviolet germicidal irradiation (UVGI) technology are used to remove biological pollutants such as viruses, bacteria, mold, and other microbes from indoor air. UV air purifiers utilize ultraviolet (UV) light to kill or deactivate microorganisms by destroying their nucleic acids and disrupting their DNA, leaving them unable to perform vital cellular functions. The growing concerns regarding indoor air quality from sources such as fumes from paints, varnishes, cleaners, adhesives, air fresheners and emissions from building materials and furnishings are propelling the demand for UV air purifiers. The global UV air purifier market is estimated to be valued at US$ 1.39 Bn in 2023 and is expected to exhibit a CAGR of 15.57% over the forecast period 2023-2030, as highlighted in a new report published by Coherent Market Insights. Market Dynamics Growing concerns regarding indoor air quality: Airborne biological particles and pollutants pose serious health risks such as asthma, respiratory allergies, infections and other chronic inflammatory conditions. According to the World Health Organization, air pollution accounts for 7 million premature deaths annually due to increased mortality from stroke, heart disease, lung cancer, and chronic respiratory diseases. The growing awareness regarding adverse health effects of indoor air pollutants is driving the demand for air purifying systems equipped with advanced technologies such as UVGI. Rising awareness about benefits of UV air purifiers: UV air purifiers effectively remove airborne biological pollutants and pathogens with their self-sterilizing and catalytic properties. UVGI is recognized as a highly effective technology for disinfecting air and surfaces. The increasing adoption of UV air purification systems can be attributed to their ability to maintain a pathogen and microbe-free indoor environment. UVA and UVGI technology based air purifiers also save on maintenance and filter replacement costs. SWOT Analysis Strength: The UV Air Purifier Market offers various strengths such as efficient removal of airborne microorganisms and pollutants, low maintenance cost, and ability to work silently without disturbing indoor environment. UV air purifiers use ultraviolet rays to deactivate airborne microbes and are highly effective against bacteria, viruses, molds, and other airborne pathogens. They also release negative ions to capture positively charged particles and remove allergens, smoke, and dust from indoor air. Weakness: Initial costs associated with UV air purifiers are higher as compared to other conventional air purifiers. UV light also needs to be replaced periodically, adding to maintenance costs. Certain units may also generate minimal ozone as a by-product that can affect indoor air quality at high levels. Exposure to UV light for long durations can also impact human and pet health. https://www.coherentmarketinsights.com/market-insight/uv-air-purifier-market-5643

[pearlsmith25]

UV Air Purifier Market - Business Plan With Demand, Maximum Growth And Revenue 2023 - 2030

The UV air purifier market refers to the industry segment that deals with the manufacturing, distribution, and sales of air purifiers that utilize ultraviolet (UV) light technology to eliminate airborne contaminants and improve indoor air quality. UV air purifiers have gained significant popularity in recent years due to their ability to effectively destroy harmful microorganisms, such as bacteria, viruses, and mold spores, which can lead to various health issues.

Here is some comprehensive information about the UV air purifier market:

Market Size and Growth:

The UV air purifier market has experienced substantial growth in recent years, driven by increasing awareness about indoor air pollution and its detrimental effects on human health. The market size is influenced by factors such as rising urbanization, growing industrialization, and a growing emphasis on maintaining clean and healthy indoor environments. The market is expected to continue expanding in the coming years as more individuals and organizations prioritize air purification.

Key Players:

Philips Honeywell International Inc. Dyson Ltd. Coway Co., Ltd. Sharp Corporation LG Electronics Inc. Blueair AB Airocide GermGuardian Pure Enrichment

These companies manufacture a range of UV air purifiers with varying features, capacities, and price points to cater to diverse consumer needs.

Product Types:

• Portable UV Air Purifiers: These are compact units suitable for small spaces, such as bedrooms, offices, or cars. • Whole-House UV Air Purifiers: Designed to purify the air in an entire home or building, these systems are often integrated with HVAC systems. • Commercial UV Air Purifiers: These larger units are specifically designed for commercial and industrial spaces, such as hospitals, schools, and manufacturing facilities.

Market Drivers:

• Increasing health concerns: Growing awareness of the health risks associated with indoor air pollution, such as allergies, respiratory issues, and infections, drives the demand for UV air purifiers. • COVID-19 pandemic: The ongoing pandemic has highlighted the importance of maintaining clean indoor air and reducing the transmission of airborne viruses. UV air purifiers have gained popularity as a preventive measure against the spread of COVID-19. • Urbanization and industrialization: Rapid urbanization and industrial development have led to increased pollution levels, both outdoors and indoors. This has created a need for effective air purification solutions. • Stringent environmental regulations: Governments worldwide are implementing stricter regulations to address air pollution. This has encouraged the adoption of UV air purifiers in residential, commercial, and industrial sectors.

Challenges:

The UV air purifier market also faces certain challenges, including:

• Cost: UV air purifiers can be relatively expensive compared to traditional air purifiers, which can limit their adoption in price-sensitive markets. • Limited effectiveness against particulate matter: UV air purifiers are highly effective against microorganisms but may have limited efficiency in removing particulate matter such as dust, pollen, and pet dander. Combining UV air purifiers with additional filtration technologies can address this limitation. • Maintenance: Proper maintenance of UV air purifiers is essential to ensure their optimal performance. Regular cleaning and replacement of UV bulbs are necessary, adding to the overall cost and effort. • Consumer awareness: Despite growing awareness about indoor air quality, some consumers may still lack knowledge about the benefits and functionality of UV air purifiers. Educating consumers about the technology and its advantages is crucial for market growth.

Future Outlook:

The future of the UV air purifier market looks promising. As more individuals become aware of the importance of clean indoor air, the demand for UV air purifiers is expected to increase. Technological advancements, such as the integration of smart features and improved filtration systems, will further enhance the market's growth potential. Additionally, the growing focus on sustainable and energy-efficient solutions will drive innovation in the UV air purifier industry.

[marketspace360]

UV Air Purifiers Market : Global Demand Analysis & Opportunity Outlook 2029

[rodspurethoughts]

4 Simple Ways to Keep Allergy Season at Bay

(Family Features) With warmer outdoor temperatures, many homeowners suffer through longer allergy seasons. In fact, allergy days have increased by 20 days, according to a study conducted by the National Academy of Sciences. Being aware of air quality indexes and limiting time outdoors can lessen exposure to airborne pollutants, but indoor air quality is also a concern. In a report from the U.S.…

[abhigmi]

Non-Powered Air Purifying Respirator Market Expansion Projected to Gain an Uptick During 2023-2032

Non-Powered air purifying respirator market is set to witness massive growth between 2023 and 2032, mainly due to rising awareness about hygiene and safety, in addition to the implementation of strict safety and health standards in Europe and North America.

Overall, the non-powered air purifying respirator market has been segmented in terms of product, application, distribution channel, and region.

Based on the product, the disposable/ filtering facepiece respirators segment is set to witness rapid growth through 2032. FFRs are designed to reduce a wearer's exposure to harmful particles present in the air, pushing their consumption globally during the next ten years.

Get sample copy of this research report @ https://www.gminsights.com/request-sample/detail/5157

On the basis of application, the industrial segment is anticipated to grow at 4.5% CAGR through 2032. The coronavirus pandemic had severely impacted the manufacturing sector, both on the supply and the demand side. Besides, the slowed-down economic activities across the globe also negatively influenced the sectoral growth, which is now recuperating given the increasing manufacturing industries and the reopening of major factories across the world. According to the US Bureau of Labor Statistics, in the USA, manufacturing activities increased by a whopping 9% during the Q2 of 2021.

With the rising industrial activities, the chances of worker injuries and inhalation of toxic fumes will surge considerably. This is slated to augment the demand for non-powered air purifying respirators in the industrial sector.

In the context of the distribution channel, the offline segment is anticipated to grow over the next decade. Through offline distribution channels, products can be directly sold to consumers across various sectors, such as pharmaceuticals, food and beverage, and medical and healthcare. Besides, the offline mode of sales also allows the formation of long-term relationships and creates resale opportunities as well, which will add impetus to the market growth.

In the regional context, the Europe non-powered air purifying respirator market will grow at 4.5% CAGR over 2023-2032. The regional market growth will be characterized by the implementation of occupational safety standards, that require one to use respiratory protection equipment in the work environment. For instance, the Moldovan Labour Inspectorate with the assistance of the International Labour Organization, developed a new IT platform, which is to be used to report accidents in workplaces. As per reports, the non-fatal workplace accidents are 20 times more than the reported numbers and the new platform will assist Moldova to overcome the underreporting of work accidents.

Request for customization @ https://www.gminsights.com/roc/5157

Besides, rapid expansion of medical and healthcare, pharmaceutical, fire services, food and beverages, and chemical and petrochemical industries will also drive the market demand during the foreseeable future.

Table of Contents (ToC) of the report:

Chapter 1    Methodology & Scope

1.1    Market definitions

1.2    Base estimates & calculations

1.3    Forecast parameters

1.4    Regional trends

1.5    Data sources

1.5.1    Primary

1.5.2    Secondary

1.6    Industry glossary

Chapter 2    Executive Summary

2.1    Non-powered air purifying respirator market 360º synopsis, 2018 – 2032

2.1.1    Business trends

2.1.2    Product trends

2.1.3    Application trends

2.1.4    Distribution channel trends

2.1.5    Regional trends

Browse complete Table of Contents (ToC) of this research report @ https://www.gminsights.com/toc/detail/non-powered-air-purifying-respirator-market

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[bogleech]

MORE SUNDEW KITS AVAILABLE! A tiny carnivorous plant swamp that should grow for you even if you IGNORE IT ENTIRELY, by which I mean the following are some jars I have never touched (let alone opened) in over six months to a year:

This is the scale of the little baby sundews I will send you:

Here's how the sphagnum moss can grow depending on conditions:

Tinier little plants and liverworts will also come in your moss! Includes instructions in the box but here's some FREQUENTLY ASKED QUESTIONS:

Don't they ever need air?!

-No! Some plants can't handle but the processes of Photosynthesis and a symbiotic microbiome allow many plants to live in an airtight container as long as it holds any moisture.

Do I need to water these?

-No! If they're in a properly sealed clear container that never loses moisture, you will never have to water these. If you do need to add water for any reason though it HAS to be distilled, reverse osmosis water, or fresh rain water, not just filtered or purified water. Luckily you can buy distilled water by the gallon at any grocery store! This is the one rule you have to take to the letter; carnivorous plants grow in such a strict type of wetland, even water from most healthy natural ponds will kill them!

How often do they need to be fed?

-Technically never. As carnivorous plants they will grow bigger, faster and more colorful if you give them tiny prey, such as ants or fruit flies, and some people have success with crumbs of fish food, but be sure to remove any food that gets moldy. If you NEVER feed them, they will still grow anyway, just scrappier.

What about climate?

-Sundews are generally fine as long as they don't freeze solid or roast at over 100f for too long, but can still bounce back even from a little frost or a heat wave, basically more temperature-resistant than you probably are! What are their light requirements? -ANY light that plants can live on, including plant-friendly indoor LED lights! Sundews can make do just fine in fairly low to medium light, but also enjoy intense, full blast sunlight, which can even turn them reddish pink over time. As long as they aren't in total darkness, they should do alright! What about the mosses?? -Sphagnum moss grows right alongside sundews in the wild and enjoys all the same conditions!

What if it dies anyway?!

-Sometimes a sundew dies down naturally, especially after it produces a flower or under prolonged winter cold, but leave it be and you might eventually notice new growth. Here's one of mine that turned completely brown and rotten looking, then months later, every leaf sprouted a baby one:

[windvexer]

Using tarot to read on magical events in your own practice: quick theory, new card meanings, and spread ideas

this post is OC based on my personal tarot practice; the examples given are hypothetical for the sake of this post.

Well-meaning guy: "If you think that event was a bad omen, why not read tarot to clarify?"

Person who learned tarot from popular online resources and introspection-focused art decks: "I drew the 6/Cups, so I guess my ward falling off the wall is about my inner child?"

Tarot meanings change and evolve over time. Historical meanings are often not the same, or even contrary to, modern meanings. (Consider, 6/Pentacles: the French present moment was misinterpreted to mean presents, gifts).

By acknowledging that many modern meanings available for tarot cards are modern interpretations for modern concerns, many of which have fuckall to do with witchcraft, we can also acknowledge that we can apply our own sets of meanings to tarot to achieve personal interpretations in pursuit of personal goals.

I call this concept symbol sets, and you can apply your own symbol sets to certain tarot readings in order to rapidly obtain information about magical events in your life.

Symbol sets can be swapped out for each reading. You can intend to operate on your "normal meanings" for a typical reading, and then intend to operate with "magical omen meanings" for another reading.

There are no such things as universal tarot card meanings; there are some traditional meanings, some historical meanings, and many modern meanings. Adjust what each card means to you to your heart's delight.

The more symbol sets I've developed and practiced with, the more versatile and accurate my tarot reading has become. Working with custom symbol sets might be the single biggest leap in my reading ability in 16 years of practice. At least, it feels that way!

Quick n' Dirty Symbol Set for Magical Omens, Appropriate for Everyday Use

1. Apply general portents to each suit which matches your magical practice.

Here is one set that could be suitable to troubleshooting potentially magic events:

Swords, or Air: Misfortune, betrayal, malefica, ill-intent, adversity, due to harmful (even if unintentional) spirit action, pointless or wasted effort. Sometimes, banishing, binding and hexes.

Wands, or Fire: A lot of power, excessive power, due to your own actions, uncontained energy, something you did was very much overdone. Sometimes, protection and empowerment.

Pentacles, or Earth: Mundane, physical and normal reasons, an everyday occurrence, mundane but natural growth and change. Sometimes, unlocking and unblocking.

Cups, or Water: Blessings, magic working as intended (even if unexpectedly), the normal course of magical events, magical growth and change. Sometimes, cleansing and purifying.

Major Arcana: Guiding spirits and gods; their behaviors, guidance, or messages.

A spirit worker might like to add an additional layer of complexity, which modifies the prior set:

Court Cards: The actions of another being, such as a practitioner, god, or spirit, whether they acted intentionally to bring about the event or not.

(Further breakdown, as an example: Swords courts are beings intentionally acting badly; Wands courts are the most important spirits of your path; Pentacles courts are mundane folk or spirits unrelated to your path; Water courts are other practitioners, or spirits related to your path without being in your "inner court.")

Interpret any card drawn within these principles. Here are a few random examples. Let's say, a money spell has failed to produce results, and we'd like to know why.

5/Cups [disappointment, failure]: This is the normal course of magical events; the spell wasn't cast well, and so nothing is happening.

9/Wands [determination, boundaries]: A lot of energy was raised, but incorrectly targeted or released; the energy is cooped up.

Judgment [judgment]: An important spirit in your path wants you to deal with what you have been avoiding, and will interfere with your magic until you face them.

Spread Ideas

"What's going on with that thing?" | 3 cards

Card 1: The source or cause

Card 2: The current state of affairs

Card 3: Suggested action

Example; the money jar doesn't work: Card 1, King/Swords: The source of failure was the person in the discord server who promised to curse you for not feeling the same way about Destiel as they did. Card 2, Page/Pentacles: The current state of affairs is that as a symptom of the curse, an unaware person or spirit is blocking the prosperity you seek. Card 3, Queen/Cups: Ask a benevolent spirit or helpful practitioner friend to assist you in unblocking the situation.

Determining responsibility | 2 cards

Card 1: Why this thing happened

Card 2: Why it didn't happen; one thing that wasn't the cause at all

Example; the ward fell off the wall: Card 1, 10/Pentacles: This happened because of random happenstance in the home; it was not a magical event. Card 2, Ace/Swords: This action was unrelated to malefica or bad spirits or things like that.

Foresight Before Acting | 4 cards

Card 1: The current state of affairs

Card 2: The outcome of your intended plan of action

Card 3: Recommended plan of action

Card 4: The outcome of the recommended plan

Example; the spirits did not seem to appear during a spirit petition spell: Card 1, 3/Wands: Sufficient energy was raised to attract the attention of spirits, but they may not have been properly called to action. Card 2, 6/Swords: Your plan to call the spirits back and re-cast the spell is a fruitless attempt at a transition into a new plan. Card 3, Empress: Communicate with your primary goddess or powerful spirit of the earth and obtain input and guidance. Card 4, Magician: This plan will result in obtaining important magical information about this type of summoning spell you are trying to achieve.

[witchboxco]

Imbolc Altar Ideas & Correspondences

Imbolc, also known as Candlemas or Brigid's Day, marks the halfway point between the winter solstice and the spring equinox. It's a time to celebrate the returning light and the awakening of the Earth.

Altar Decorations:

Candles: Imbolc is strongly associated with the element of fire. Decorate your altar with candles in shades of white, yellow, and light blue to represent the increasing daylight.

Brigid's Cross: Craft or purchase a Brigid's Cross, a traditional symbol associated with the Celtic goddess Brigid. Hang it on your altar as a protective charm.

Seasonal Flowers: Place early spring flowers like snowdrops, crocuses, and daffodils on your altar. These symbolize the first signs of life returning to the land.

Herbs: Incorporate herbs such as rosemary, thyme, and cinnamon for their purifying and invigorating properties. Bundle them together with a red or white ribbon.

Seeds: Represent the potential for growth by adding a dish of seeds to your altar. Consider seeds associated with early spring crops like wheat or herbs.

Imbolc Symbols: Include symbols like lambs, ewes, and the sun to capture the essence of this seasonal transition.

Candle Holders: Choose unique candle holders or lanterns to enhance the ambiance. Consider using candle holders in the shape of suns, stars, or nature-inspired designs.

Divination Tools: Add divination tools like tarot cards or runes to your altar for seeking guidance during this transitional period.

Symbolic Stones: Integrate crystals such as citrine for abundance, aquamarine for clarity, and moonstone for intuition. Arrange them aesthetically around your altar.

Feathers: Symbolizing air and spirituality, feathers can be incorporated to invoke the energy of the season. Choose feathers from birds associated with the goddess Brigid, like swans or owls.

Artwork: Display artwork or illustrations that resonate with the themes of Imbolc. This could include depictions of Brigid, snow-covered landscapes, or symbols of growth and renewal.

Imbolc Incense: Craft or purchase incense blends with scents like frankincense, myrrh, and chamomile to fill your sacred space with a soothing and purifying aroma.

Correspondences

Goddess Brigid: Imbolc is sacred to Brigid, the Celtic goddess of hearth, home, and inspiration. Invoke her energy for healing, creativity, and protection.

Colors: White, yellow, light green, and light blue are associated with Imbolc. Use these colors in candles, altar cloths, and decorations to align with the festival's energy.

Stones: Crystals such as amethyst, garnet, and clear quartz resonate with Imbolc's energies.

Foods: Dairy products, especially cheese, and foods made with seeds like bread or muffins are fitting for Imbolc. Set offerings on your altar or incorporate them into your celebration feast.

Water: Imbolc is also associated with the element of water. Include a small bowl of water on your altar to symbolize purification.

Creativity Symbols: Imbolc is a time for inspiration and creative endeavors. Include symbols of your creative pursuits, such as a paintbrush, musical instrument, or writing quill.

Anointing Oils: Create or purchase anointing oils infused with herbs like lavender, rosemary, and frankincense. Use them to anoint candles, tools, or yourself during Imbolc rituals.

Animal Representations: Incorporate figurines or images of animals associated with Brigid, such as lambs, cows, or swans, to honor her connection to the animal kingdom.

Wheat or Corn Dolls: Craft small dolls from wheat or corn husks, symbolizing the harvest to come. Place them on your altar as a representation of the Earth's fertility.

Bell or Chimes: Hang a bell or wind chimes near your altar to symbolize the awakening of nature and the stirring of life. Ring it during your Imbolc rituals to mark significant moments.

Decorative Cloth: Choose an altar cloth with intricate patterns or symbols related to Imbolc, such as suns, wheels, or Brigid's crosses, to add a touch of magic to your sacred space.

May you find warmth in the returning light. <3

[mostlysignssomeportents]

Google reneged on the monopolistic bargain

I'm on tour with my new novel The Bezzle! Catch me TONIGHT in SALT LAKE CITY (Feb 21, Weller Book Works) and TOMORROW in SAN DIEGO (Feb 22, Mysterious Galaxy). After that, it's LA, Seattle, Portland, Phoenix and more!

A funny thing happened on the way to the enshittocene: Google – which astonished the world when it reinvented search, blowing Altavista and Yahoo out of the water with a search tool that seemed magic – suddenly turned into a pile of shit.

Google's search results are terrible. The top of the page is dominated by spam, scams, and ads. A surprising number of those ads are scams. Sometimes, these are high-stakes scams played out by well-resourced adversaries who stand to make a fortune by tricking Google:

https://www.nbcnews.com/tech/tech-news/phone-numbers-airlines-listed-google-directed-scammers-rcna94766

But often these scams are perpetrated by petty grifters who are making a couple bucks at this. These aren't hyper-resourced, sophisticated attackers. They're the SEO equivalent of script kiddies, and they're running circles around Google:

https://pluralistic.net/2023/02/24/passive-income/#swiss-cheese-security

Google search is empirically worsening. The SEO industry spends every hour that god sends trying to figure out how to sleaze their way to the top of the search results, and even if Google defeats 99% of these attempts, the 1% that squeak through end up dominating the results page for any consequential query:

https://downloads.webis.de/publications/papers/bevendorff_2024a.pdf

Google insists that this isn't true, and if it is true, it's not their fault because the bad guys out there are so numerous, dedicated and inventive that Google can't help but be overwhelmed by them:

https://searchengineland.com/is-google-search-getting-worse-389658

It wasn't supposed to be this way. Google has long maintained that its scale is the only thing that keeps us safe from the scammers and spammers who would otherwise overwhelm any lesser-resourced defender. That's why it was so imperative that they pursue such aggressive growth, buying up hundreds of companies and integrating their products with search so that every mobile device, every ad, every video, every website, had one of Google's tendrils in it.

This is the argument that Google's defenders have put forward in their messaging on the long-overdue antitrust case against Google, where we learned that Google is spending $26b/year to make sure you never try another search engine:

https://www.bloomberg.com/news/articles/2023-10-27/google-paid-26-3-billion-to-be-default-search-engine-in-2021

Google, we were told, had achieved such intense scale that the normal laws of commercial and technological physics no longer applied. Take security: it's an iron law that "there is no security in obscurity." A system that is only secure when its adversaries don't understand how it works is not a secure system. As Bruce Schneier says, "anyone can design a security system that they themselves can't break. That doesn't mean it works – just that it works for people stupider than them."

And yet, Google operates one of the world's most consequential security system – The Algorithm (TM) – in total secrecy. We're not allowed to know how Google's ranking system works, what its criteria are, or even when it changes: "If we told you that, the spammers would win."

Well, they kept it a secret, and the spammers won anyway.

A viral post by Housefresh – who review air purifiers – describes how Google's algorithmic failures, which send the worst sites to the top of the heap, have made it impossible for high-quality review sites to compete:

https://housefresh.com/david-vs-digital-goliaths/

You've doubtless encountered these bad review sites. Search for "Best ______ 2024" and the results are a series of near-identical lists, strewn with Amazon affiliate links. Google has endlessly tinkered with its guidelines and algorithmic weights for review sites, and none of it has made a difference. For example, when Google instituted a policy that reviewers should "discuss the benefits and drawbacks of something, based on your own original research," sites that had previously regurgitated the same lists of the same top ten Amazon bestsellers "peppered their pages with references to a ‘rigorous testing process,’ their ‘lab team,’ subject matter experts ‘they collaborated with,’ and complicated methodologies that seem impressive at a cursory look."

But these grandiose claims – like the 67 air purifiers supposedly tested in Better Homes and Gardens's Des Moines lab – result in zero in-depth reviews and no published data. Moreover, these claims to rigorous testing materialized within a few days of Google changing its search ranking and said that high rankings would be reserved for sites that did testing.

Most damning of all is how the Better Homes and Gardens top air purifiers perform in comparison to the – extensively documented – tests performed by Housefresh: "plagued by high-priced and underperforming units, Amazon bestsellers with dubious origins (that also underperform), and even subpar devices from companies that market their products with phrases like ‘the Tesla of air purifiers.’"

One of the top ranked items on BH&G comes from Molekule, a company that filed for bankruptcy after being sued for false advertising. The model BH&G chose was ranked "the worst air purifier tested" by Wirecutter and "not living up to the hype" by Consumer Reports. Either BH&G's rigorous testing process is a fiction that they infused their site with in response to a Google policy change, or BH&G absolutely sucks at rigorous testing.

BH&G's competitors commit the same sins – literally, the exact same sins. Real Simple's reviews list the same photographer and the photos seem to have been taken in the same place. They also list the same person as their "expert." Real Simple has the same corporate parent as BH&G: Dotdash Meredith. As Housefresh shows, there's a lot of Dotdash Meredith review photos that seem to have been taken in the same place, by the same person.

But the competitors of these magazines are no better. Buzzfeed lists 22 air purifiers, including that crapgadget from Molekule. Their "methodology" is to include screenshots of Amazon reviews.

A lot of the top ranked sites for air purifiers are once-great magazines that have been bought and enshittified by private equity giants, like Popular Science, which began as a magazine in 1872 and became a shambling zombie in 2023, after its PE owners North Equity LLC decided its googlejuice was worth more than its integrity and turned it into a metastatic chumbox of shitty affiliate-link SEO-bait. As Housefresh points out, the marketing team that runs PopSci makes a lot of hay out of the 150 years of trust that went into the magazine, but the actual reviews are thin anaecdotes, unbacked by even the pretense of empiricism (oh, and they loooove Molekule).

Some of the biggest, most powerful, most trusted publications in the world have a side-hustle in quietly producing SEO-friendly "10 Best ___________ of 2024" lists: Rolling Stone, Forbes, US News and Report, CNN, New York Magazine, CNN, CNET, Tom's Guide, and more.

Google literally has one job: to detect this kind of thing and crush it. The deal we made with Google was, "You monopolize search and use your monopoly rents to ensure that we never, ever try another search engine. In return, you will somehow distinguish between low-effort, useless nonsense and good information. You promised us that if you got to be the unelected, permanent overlord of all information access, you would 'organize the world's information and make it universally accessible and useful.'"

They broke the deal.

Companies like CNET used to do real, rigorous product reviews. As Housefresh points out, CNET once bought an entire smart home and used it to test products. Then Red Ventures bought CNET and bet that they could sell the house, switch to vibes-based reviewing, and that Google wouldn't even notice. They were right.

https://www.cnet.com/home/smart-home/welcome-to-the-cnet-smart-home/

Google downranks sites that spend money and time on reviews like Housefresh and GearLab, and crams botshittened content mills like BH&G into our eyeballs instead.

In 1558, Thomas Gresham coined (ahem) Gresham's Law: "Bad money drives out good." When counterfeit money circulates in the economy, anyone who gets a dodgy coin spends it as quickly as they can, because the longer you hold it, the greater the likelihood that someone will detect the fraud and the coin will become worthless. Run this system long enough and all the money in circulation is funny money.

An internet run by Google has its own Gresham's Law: bad sites drive out good. It's not just that BH&G can "test" products at a fraction of the cost of Housefresh – through the simple expedient of doing inadequate tests or no tests at all – so they can put a lot more content up that Housefresh. But that alone wouldn't let them drive Housefresh off the front page of Google's search results. For that, BH&G has to mobilize some of their savings from the no test/bad test lab to do real rigorous science: science in defeating Google's security-through-obscurity system, which lets them command the front page despite publishing worse-than-useless nonsense.

Google has lost the spam wars. In response to the plague of botshit clogging Google search results, the company has invested in…making more botshit:

https://pluralistic.net/2023/02/16/tweedledumber/#easily-spooked

Last year, Google did a $70b stock buyback. They also laid off 12,000 staffers (whose salaries could have been funded for 27 years by that stock buyback). They just laid off thousands more employees.

That wasn't the deal. The deal was that Google would get a monopoly, and they would spend their monopoly rents to be so good that you could just click "I'm feeling lucky" and be teleported to the very best response to your query. A company that can't figure out the difference between a scam like Better Homes and Gardens and a rigorous review site like Housefresh should be pouring every spare dime it brings in into fixing this problem. Not buying default search status on every platform so that we never try another search engine: they should be fixing their shit.

When Google admits that it's losing the war to these kack-handed spam-farmers, that's frustrating. When they light $26b/year on fire making sure you don't ever get to try anything else, that's very frustrating. When they vaporize seventy billion dollars on financial engineering and shoot one in ten engineers, that's outrageous.

Google's scale has transcended the laws of business physics: they can sell an ever-degrading product and command an ever-greater share of our economy, even as their incompetence dooms any decent, honest venture to obscurity while providing fertile ground – and endless temptation – for scammers.

If you'd like an essay-formatted version of this post to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:

https://pluralistic.net/2024/02/21/im-feeling-unlucky/#not-up-to-the-task

[kleopatra45]

Nakshatras and Padas

Each Nakshatra, a vital component of Vedic astrology, plays a crucial role in accurate future predictions. Divided into four Padas, each covering 3 degrees and 20 minutes, these segments are fundamental to understanding an individual's life goals and their pathways to achievement.

A Nakshatra reflects one's ultimate aspiration or life purpose, while a Nakshatra Pada represents the specific goals or destinations one aims to achieve. This division helps ascertain how, where, and in what domain one is likely to fulfill their objectives, serving as a valuable guide for navigating life towards fulfillment.

The Padas correspond to the four aims of life in Vedic astrology:

Dharma (righteous living)

Artha (material wealth)

Kama (desires)

Moksha (liberation)

These aims follow the order of the zodiac elements. For example, Ashwini, the first Nakshatra, signifies Dharma; Bharani, the second, signifies Artha; Krittika, the third, signifies Kama; and Rohini, the fourth, signifies Moksha. This sequence continues with some variations, such as Mrigashirsha also being a Moksha Nakshatra.

Each Pada represents one of these four goals and corresponds to a specific element—fire, earth, air, or water. This association offers deeper insights into the nature and qualities of each Nakshatra.

Dharma (Fire/Agni Tattva): The first goal or Pada, Dharma, involves discovering one's purpose and fulfilling soul desires through daily actions. The Agni Tattva Pada represents fire, symbolizing passion, determination, and ambition. Fire, a sacred element in Hinduism, signifies purity, knowledge, and enlightenment. It purifies and is linked with sacrifice, paralleling the idea of individuals following their Dharma making sacrifices for the greater good.

Artha (Earth/Prithvi Tattva): The second goal or Pada, Artha, focuses on generating income and wealth for oneself and loved ones. The Prithvi Tattva Pada represents earth, symbolizing stability, groundedness, and practicality. Artha signifies material wealth and prosperity, essential for fulfilling other life goals. The connection with Earth is rooted in the idea that all material wealth derives from Earth's resources, emphasizing the need to consider the impact of economic activities on these resources.

Kama (Air/Vayu Tattva): The third goal or Pada, Kama, represents the pursuit of desires, whether material possessions or personal relationships. The Vayu Tattva Pada represents air, symbolizing movement, communication, and intellect. Kama encompasses desires for sensual pleasure, physical intimacy, and material possessions, as well as emotional and intellectual aspirations like love and creativity. Like air, desires are subtle, intangible, and essential for motivation and growth.

Moksha (Water/Jal Tattva): The fourth goal or Pada, Moksha, is about liberation and freeing the soul from the cycle of rebirth. The Jal Tattva Pada represents water, symbolizing emotions, intuition, and sensitivity. Moksha signifies liberation from the cycle of birth and death, leading to eternal peace and happiness. Water, associated with life, nourishment, and purification, symbolizes the cleansing of the soul and spiritual enlightenment.

©️kleopatra45