The Scorpio Season — Self Discovery, Self Love, and Self Care (Oct 23rd to Nov 22nd)

As the sun blazes out of Libra season into the Scorpio season, we see the change in energy from making new connections and improving relationships to a high-intensity intimacy level, taking existing deep connections and making them even deeper with increased levels of passion in life. A complex zodiac sign represents this season, a water sign ruled by the fiery Mars, but is also a fixed sign, which some might say contradicts the fluid nature of a water sign. Scorpio season is about simmering waters with a touch of the saying “still waters run deep”. This is the season to look beyond initial judgments, and look deeper to find new depth in life. It is an emotional time for us all, we will tend to explore our innermost selves which may even make us all a little more private. That being said, this season tends to strengthen existing relationships lending them greater meaning and depth. In some karmic balance of zodiac progressions, take the fruits of Libra Season’s explorative time finding new friends, crushes, and partners and use this Scorpio season to solidify some of those newer bonds. In an intuitive time, though we may be reluctant to trust just anyone to go deeper with, it is important to trust your instincts. This is a time that puts us more in touch with ourselves and our intuition, trust yourself that you know what you need for yourself. As you discover new parts of yourself this season, celebrate the good, seek solutions to the bad ones, and embrace the depth and the process. This season is about deep relationships, deep self-exploration, and checking things off your to-do list!

The Scorpio Season: “the season of entering self-discovery” begins October 23rd and ends November 22nd. At this time, consumers are looking to make a change, not necessarily a physical change but one through introspection, self-love, and self-care.

For example, learning to let go of negative energy that still lingers causing stress and moving on. Scorpio season is a time when a little uncertainty is seen as potential and opportunity. Our cultural read of this period is that people are facing their fears by stepping out of their comfort zones, thereby re-experiencing themselves by finding their own sensuality and strengthening their sense of affiliation in the depth of those bonds reinforced in this time. Incidentally, the key markers for this season are:

Some examples of this season’s effect on behaviors of self-reflection and improvement are best spoken for by themselves, with posts like “Everybody hold on, Scorpio’s about to lead us out of this nightmare.” A time when everybody is aware of the introspection and transformation taking place some even remind those they feel have forgotten, “I’m finna drop my poem 1 time for the 1 time, solely cause I feel like Scorpio season is a transformative time and I feel y’all need to embrace it rather than go against it. Enjoy y’all.” A time when consumers prioritize community and seek connection and being understood by other people. They are searching to discover and grow while creating deeper meaning and purpose in their lives. “The wait is over… 11/20 AVAILABLE on SOUNDCLOUD. To the village that helped raise me.🌹 #RosePark #TheFAMILY.” Interestingly the consumer-purchasing trend in this season is for home baking and kitchenware, online gaming and consumer electronics. A successful marketing tone in this period is one that says to the customer that your brand “connects with people, creates art, makes memories, and enjoys nature. Lets you live your life.” Help customers know that you will get them to “jump out of their heads and jump into the world.” Showcase that what you offer let’s them “ experience something new, different and fun!”

Our breakdown of implications for branding is as follows:

There is a science to consumer behavior that is exhibited in each Astrological Season that is, for the most part, applicable to all people and brands. Better understanding the subtleties of each season in our Astrological Seasonal Trends (AST) series will allow brands to better engage and activate their customers by understanding their behaviors and desires.

Keep up with these Astrological Seasonal Trends to better understand behaviors and stay tuned for our upcoming blog series (AST) that will break down each season’s insights.

Write to anurag.banerjee@quilt.ai for more insights about your favorite brands and market trends.