• Quilt AI

The Libra Season - Finding Connection, Balance, and Practicing Gratitude (Sep 20th to Oct 19th)

Libra season begins as your time to recharge your internal batteries, renew your vigor for life, as well as take time to rest and find your inner peace. It is the perfect season to sit back a little and reflect and allow for gentle solitude, positive contemplation, and overall relaxation.

One of the three air signs of the zodiac, the Libra season comes with some interesting astrological implications. It falls during a time of year when many planets are either entering or exiting retrograde (Mercury, Saturn, Jupiter, Neptune, Venus, and Uranus). No matter which sign you may be, it is an important season to remain alert to one's own behaviors as well as to take time for decompression.

Interestingly enough, there is a duality of energy present as it is the season for making your dreams into a reality, while also being a season to find peace in your life. Our best approach to this month is meditative practices to help us find our calm and the good in the world to balance out the injustices and perhaps even splurge a little on ourselves for something that truly makes you happy. In this time we cannot fear the word 'no', and simply do what we need to do for ourselves. This season is about taking it easy, walking away in order to collect yourself, and time for self-appreciation is paramount. If you pursue your true Libra season wants and needs, you will find yourself to be happier and more satisfied with life in the process!

Even though Libra season is so influential for your inner world, it is also the season to connect, which means the effects on our social lives are huge. All work and no play makes Jack a dull boy as they say, you don’t want your days to be all work and no play, do you? This, then, is also a fantastic time to connect with different people, go out to eateries and watering holes, attend concerts or just go to the park for a picnic. It’s a time for harmonious connection, a balance between inner peace and external vibrancy, that is the duality and balance of the Libra season.

#LibraSeason - The season of finding balance - September 20th to October 19th

It must not come as a surprise that Libra season, symbolized by the balance, is a time for introspection and re-evaluating personal priorities, particularly in matters of our purpose, place, or role in this world, as well as the health and importance of our relationships. The stronger your values in this time, the more likely you are to have them shaken under the weight of your own self-reflective scrutiny, especially when considering issues wherein there may be a conflict of interests. It’s a time when social harmony and justice take the forefront.

Our cultural read of this period is that with the introspective nature that arises in consumers, they embrace all moments, the ups and downs and in-betweens of life, portraying 3 key markers:

Some posters will go so far as to even say “Libra Season is about how we come together, whether we are allies or adversaries, there are productive ways for us to engage/come together. Ask yourself, are you more often an ally or an adversary?” This highlights and illustrates the very nature of this season, peaceful acceptance, self-reflection and introspection while embracing reality with no judgment, towards self or otherwise. There is also new hope for a better-balanced self for the future through the aforementioned means.

It can be a period of restoring balance in some facet of life, as another poster says “I paid off my whole credit card bill at once and then basically bought a new wardrobe at Madewell!”, which showcases an element of balance and peace achieved after tackling disharmony in their life to bring it closer to being harmonious again.

Love, care, and affection can often be translated to what we cook, eat or drink, particularly when offering it to others: “Once again I made iconic breakfast food in the middle of the night with no one to tell me how good it is other than myself! Trying hard to lean into and be good at being single but like would love to be feeding someone rn.” This all indicates to us that during the Libra season, consumers can be too serious, and they want to appreciate moments where they can take a break from life’s mundaneness and spend a little time with friends and loved ones.

The buying implications for consumers as a result of this season’s mood are heavily linked to food and beverage. It can be concluded that this is due to the elevated socializing nature of this time when we engage more often in meet-ups for coffee, food, snack, or a drink. Not to mention, food is also a reward system for most of us, and good food and drink make us feel at peace and content with the world.

The ideal tone for companies seeking to best reach consumers in the Libra season is to remind the consumer to “be kind to yourself and to others” by showcasing these traits yourself. It’s a time to remind consumers to be grateful and to “make room to be generous” while also communicating, that “laughing is the way to show that you are alive.” The brand implication breakdown 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 [email protected] for more insights about your favorite brands and market trends.