If Brands Want to Connect With Astrology Fans, They Need to Get Serious About the Science Behind It

Lately, it seems like everyone’s heads are in the stars. Astrology has so swiftly entered the cultural zeitgeist, even outlets like the Wall Street Journal haven’t been able to ignore it. And of course, brands are jumping on the bandwagon too: there's a growing craze for marketing campaigns that coincide with the movement of the stars.

Food and beverage brands have been especially keen. In the two month period spanning March–May 2022, McDonalds, Kraft Mayo, Astral Tequila, Del Taco,Dole, and Marco’s Pizza all launched astrology themed campaigns. Companies are offering consumers everything from free McChickens to special candle scents to help them survive Mercury retrograde.

But as America’s biggest brands go all in on astrology, many practioners and fans are feeling alienated. Some lament the corporatization of their spiritual practice. Others are disappointed that brands fail to consult professional astrologers before launching their campaigns (hint: it is ‘mercury retrograde’ not ‘mercury in retrograde’).

In fact, of the campaigns highlighted above, only two were created in collaboration with a professional astrologer. Oftentimes, brands resort to easy concepts like sun sign astrology; presumably, to get the job done quickly. But to build connections with real astrology fans, brands must do their research and work with the right partners. Watering down this ancient practice will only result in lackluster campaigns that alienate the very people they're intended to reach.

The Importance of Astrology for Marginalized Communities

Not only do poorly executed campaigns alienate the wider astrology community, they can also harm marginalized communities that have a uniquely important relationship to this ancient science. For example, queer and Black communities in the U.S. have found a safe haven in the practice, as well as fellowship with other fans and practitioners.

However, as brands appropriate astrology for marketing purposes, they often undermine and devalue the communities that have grown up around it. In a recent twitter thread, Alice Sparkly Kat, professional Astrologer and author of Post-Colonial Astrology, explained that astrology “is a community and not a brand.” In other words, shared exploration and stewardship are what draw people to the practice—not heavy-handed brand campaigns.

Discouraged by the co-opting of astrology by brands, there’s a risk that people of marginalized identities will leave communities that have long provided support and self-understanding. Alice Sparkly Kat recommends that “every corporation that has profited from selling astrology products should give back to the astrology community.”

How Can Brands Create More Culturally Relevant Campaigns?

Brands are not expected to understand the entire history of astrology to develop an astrology-based campaign. But to get it right, they do need to make an effort to understand the historical, spiritual, and cultural significance of this ancient science. Since the complex practice has been developed over thousands of years, it is easy to tell when a brand hasn’t done their homework. Using astrology for lazy, one-off campaigns may turn off many consumers who are excited about the practice.

1. Treat Astrology Like Any Other Field Of Science

The first way brands can successfully integrate astrology into future campaigns is to seek education on the practice. Even though astrology is a mystical science, it still deserves the same extensive research brands would give to the natural sciences.

2. Invest in Partnering With Astrologers

Since it is unlikely that brands will be able to obtain a deep understanding of the practice by themselves, it is imperative to consult and invest in professional astrologers for campaigns. Astrologers can help guide brands on the best ways to correctly and creatively integrate astrology into their marketing. Additionally, many professional astrologers have dedicated and supportive fan bases: they offer built-in, highly engaged audiences that will help make your campaign a success.

3. Get Creative to Stand Out From the Crowd

Consulting with an astrologer will also help brands develop more unique, attention-worthy campaigns. For example, with an astrologer’s help, a paint brand could develop color choices based on someone’s Moon and Venus sign (these two planets combined indicate personal aesthetic choices far better than someone’s sun sign ever could). Or an athletic brand could develop a workout plan based on the sign and house placement of someone’s Mars sign—the planet that represents drive, passion and energy.

4. Avoid Astrological Fear Mongering

Brands should avoid the temptation to use fear mongering as click-bait. Many brands launch astrology campaigns in time for Mercury retrograde, touting their product or discount as a solution to the often feared transit. However, Mercury retrograde is not necessarily a scary transit. It is a time to go back and reflect on previous lessons. In fact, it is often a much-needed reset, offering people the chance for growth and change. Mercury retrograde and other ‘scary’ transits are necessary for continued personal development.

5. Don’t Drown Out Expert Voices With Under-Researched Campaigns

Most importantly, brands need to make sure they’re not making it impossible for astrology students to find information. If someone is looking for resources on the meaning of Mercury retrograde and all they can find are campaigns released around the transit, they may develop disdain for the brands preventing their learning. A brand can combat this by building their campaign to include astrology resources and information.

Although astrology can be seen as trendy and fun, brands should remember: it’s an ancient practice that has been developed over millennia. While astrology campaigns can help brands connect with consumers, careless efforts can do more to alienate than engage. A thoughtful campaign strategy can ensure a brand stands out for the right reasons: their care, creativity, and real understanding of astrology. So, if you are looking to use the stars to your advantage, make sure you understand how to interpret them first.

Get educated for your next campaign: keep reading for my astrology crash course.

Extra Reading: A Crash Course on Astrology

For those of you who love a homework assignment, here's a little extra reading to help you get smart for your next astrology campaign—

Astrology has a vast history. It’s been around for almost as long as humans have observed the stars. The practice was developed in Mesopotamia in 3,000 BC and initially intertwined with astronomy, which is why many refer to it as a science.

From there, astrology spread through India, Ancient Greece, the Middle East, and through Europe. Between 500 A.D and the 18th century, astrology fell in and out of popularity—oftentimes for hundreds of years at a time. During the 19th century, a renewed cultural interest in mysticism led psychologist Carl Jung and others to contribute research that helped shape modern astrology. In the 20th century, newspapers and magazines began to publish sun-sign based astrology with the help of British astrologist R.H Naylor. Since then, the practice has seldom fallen out of popular culture.

With millennia of history surrounding the practice, beginning the study of astrology is akin to falling down a rabbit hole. Just when you think you have a grasp on it, you’ll be exposed to an entirely new concept, branch, or discipline. But for beginners, there are a few foundational concepts to note. In its most basic terms, astrology requires the understanding of planets, houses, zodiac signs, and aspects:

• Planet: In modern astrology, planets are the celestial bodies that influence different parts of your personality. The planets included in a modern birth chart are the Sun, Moon, Mercury, Venus, Mars, Jupiter, Saturn, Neptune, Uranus, and Pluto.

• House: In a birth chart there are 12 houses, each representing a different area of life. For example, the third house represents communication, while the tenth house represents social status/career.

• Zodiac Signs: The zodiac signs are the twelve constellations that the planets pass through, otherwise known as every sign from Aries to Pisces.

• Aspects: Aspects highlight planetary alignment in the sky or birth chart. The way these angles are positioned determines how planetary energies intermingle. There are five basic aspects in astrology to describe how many degrees apart two planets are: conjunction (0-10°), sextile (60°), square (90°), trine (120°), and opposition (180°).

Of course, if new learners want a challenge, they can research the meaning of elements, transits, retrogrades, eclipses, and synastry. But they may fall victim to the neverending rabbit hole of astrology.

Want to raise the bar for your next campaign? Reach out to our team at hello@praytellagency.com.