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The Virgo Season - Organizing Personal Goals Into Motion (August 20th to September 19th)


On August 20th, the sun shifts into the Virgo Season, a service-oriented, practical and communicative time. Represented by the Maiden, it’s a time we get energized to organize, to take on our everyday tasks, implement and follow our self-improvement routine, make and cross off to-do lists and be overall useful to ourselves and others.


This might seem like a clash against Leo Season’s focus on fun, luxury and drama, but Virgo season brings a back-to-school buzz with it too. Summer is coming to an end, which does have a wind-down element from Leo season’s fire, but it is also the start of something new, Virgo’s focus on being productive. This may not be the lion-fueled channeling of power to realize your dreams that Leo season was, but the detail-focused mutable earth sign can be equally empowering in its own way.


Virgo is ruled by Mercury, the messenger and planet of communication, transportation, and technology, this brings about a time of heightened mental energy and an improved ability for connecting with others. This season celebrates the beauty in detail, the need for organization in life, and prioritizing one's health and wellbeing as well as caring for others.


Virgo season is a promise to kick into high gear as motivation levels rise, giving us new flow in every facet of our lives to be more effective and efficient in our routines and tasks. This season’s energy is about refining our routines and getting organized. It is about pragmatism, a time perfect for bringing back focus to work or school and making our schedules seem to flow smoothly. It is also the sign associated with wellness and as such, is a good time to revamp health goals, top up or improve self-care routines, take on a new exercise, and try little new things in your daily routine.


#VirgoSeason – The season of ordering things into motion - August 20th to September 19th)


This season's associations are intelligence, an analytical mind, attention to detail, and kick-starting a new term of work or going back to school. The general tone of this period is that of coming up with new plans and elements to implement while being accompanied by focus and hard work. Our cultural read of the season is one of commitment and effort as consumers are ready to re-start work or school life. This translates to 3 key markers:

Daring to be organized and properly taking stock of themselves in this season, posts mention such things as “would it be insane to create an inventory of every single item I own?” There’s a touch of excitement to undertaking this organization-oriented challenge, and an energetic vitality about the expectations self portrayed by the customer. They are also driven by a compulsion to put an order in their lives through focused actions toward more efficient and effective levels.


Consumer behavior in this time is one of attention to immaculate detail of the little things. This can range from learning to groom their hair or doing their nails in new and different ways, to selecting accessories that they feel complete their look. They want the chance to showcase their knowledge of details as well as their abilities for online up-skilling, doing home improvement or DIY projects, and any such activities.


As a result, the categories of interest for consumers in this period are anything relating to “online up-skilling”, hair care, manicures and pedicures, clothing, and accessories. So, in order to best reach consumers at this time, is to take on a tone that says “Remember to set your sights on the big goal” and we can help you get there. Another energy to portray could be, “if you want to get ahead, get organized” showcasing your brand’s ability to help them with this task. Show consumers how they can “solve problems in a new way” with your easy-to-apply efficiency and efficacy-boosting product or service.


The brand implications are 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.

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