May 19, 2023
The Capricorn Season — Staying Rooted (Dec 22nd to Jan 19th)

As the sun continues its journey through the sky, it passes through the Capricorn Season between December 22nd and January 19th, when Venus goes retrograde. This season is an earth sign, like Taurus and Virgo, and hence is usually considered the most practical, reliable, and connected to the physical.

Capricorn is ruled by Saturn, the planet representing structure, limits, and authority, and it brings to Earth an energy that focuses on advancement in the world and ascending the metaphorical stairway to success. It’s a sign and time for manifesting and getting things done in the “real world” and less about the day dreaminess or wandering curiosity of the previous seasons. It may be interesting to note that even though this season is motivated by a need for tangible, physical, real-world results and achievements toward success, it does not necessarily mean it creates a desire for money or business success. It simply means that one might be more deeply affected by seeing concrete results rather than ethereal feelings and/or hypotheticals.

In addition, this season coincides with the year-end energy of self-stock taking on achievements and success of the past year. Capricorn energy is dedicated to a few things, like celebrations with the ones we love, analytical self-reflection, and ambitious intentions for the future. No matter your personal sign, the tendency will be towards feeling down to earth, rational, invested in your success, and wrapping up lingering projects before embarking on new ones. It is the perfect time for creating and beginning a step-by-step practical and pragmatic guide to pursuing and achieving your dreams, thereby manifesting them and making them a reality.

Yet, while this season is indeed about accomplishment, dedication, and mastery, these are not in reference to work but to the larger sense of our lives. Though seemingly a stern and severe time, there is wiggle room for fun, wildness, and sensuality as well. There is an aspect of lustful hunger for pleasure or power through the success of any kind, so at this time, it is beneficial to harness this drive as well, to make the best use of the season’s motivations of discipline and tenacity to mold the wildest and fun ideas into a reality.

As the end of the year approaches and the New Year begins, consumers’ mental focus shifts from big grandiose ambitions to a more practical and pragmatic attitude by working hard to get things done in the short term for the long term. It’s also a time to reconnect and prioritize family and loved ones, which means that people will prioritize creating a safe and comfortable family environment and living space. Our cultural read indicates that consumers will speak of new plans at this time, as is customary around the New Year, however, they also rely on what is practical and already familiar to them, which brings us to the key indicators of this season:

By analyzing customer posting behavior and content, we see clear indications of strong family values and ties as well as the forward-looking approach of this season as illustrated in this caption “My ancestors prepping me … You’re gunna get the bag. You’re gunna SAVE the bag! You’re gunna stand your ground! Remember your lessons, you took notes, you got this champ!” Taking stock of their past to face the future, it is also a time of self-reflection, “#Alexa, my #horoscope guru, says I should be prepared to be more imaginative and spontaneous. That’s a heavy lift.” Some make it even more of a point to reground themselves and appreciate just how far they’ve come, “I might not have everything I want but I have everything i need…thats been my life and I’m forever grateful for it ! Here’s to another year. All genuine vibes over here”.

These captions and so many others like them are the true markers of consumer behavior in this season, as they clearly indicate the aforementioned tendencies of this time. While it could be easier to become idealistic and self-absorbed, most consumers fall back on tried and tested methods of the past to achieve future goals. Consumers find a sort of freedom in concentrating on the moment and what is attainable to them right now. Hence, the product categories of interest to consumers are Grocery deliveries, comfort clothing, self-care rituals, and home makeover kits. For businesses and brands, the marketing tone to take on this time is “abundant time if not for you to use wisely.” Communicate to consumers “It’s a wonderful time to be inspired” and then inspire them and motivate them by showcasing that “it’s not the future that matters; it’s the work you do today that does.”

So what, then, are the brand implications?

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. Understanding each season's subtleties in our Astrological Seasonal Trends (AST) series will allow brands to engage better 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 [email protected] for more insights about your favorite brands and market trends.


synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop


grasping the distinct consumer perspectives that these diverse regions offer

Curated digital profiles:

-Instagram, Twitter, and TikTok (US)

-Weibo and Douyin (China)

Pulled 400 million unique searches to estimate the growth of each segment

Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments

Glamour Seekers

These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.

Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.

Vanity Vanguards

Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.

Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products

Conscious Icons

These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.

Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.

Youthful Trendsetters

They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.

Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.

Trusted Patrons

Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.

Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.

Innovation Advocates

As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.

Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.

Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
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