October is bringing the gifts of the harvest Full Moon right out of the gate. It's time to reap the rewards for all of the hard work you've put in since the spring. After a six-month retrograde, Pluto finally goes direct, helping you feel more empowered after undergoing some deep, soul work. Of course, when one planet goes direct another goes retrograde and this month it's Mercury transiting between Scorpio and Libra. The New Moon on the 16th encourages us to restore balance to our lives while a second Full Moon on Halloween invites us to indulge in the sensual pleasure of life.
Check out your sign to see what's in store for you in the month ahead:
Aries
AriesLaci Jordan for xoNecoleOctober requires a little more patience than you'd prefer but a subtle shift in your perspective can transform some challenging energies into personal testimonies. The Full Moon on the 1st sets the tone for your winner's mindset, helping you burn through any illusions that keep you stuck in victim mode. On the 2nd, Venus enters Virgo inviting you to fall in love with the details. You're a visionary at heart but sometimes you need help grounding your brilliant ideas into reality. When Pluto goes direct on the 4th, you're ready to approach any career challenges with more tenacity than ever before.
Mercury goes retrograde on the 13th, encouraging you to dive deep into your personal healing by stocking up on self-help books or checking in with your therapist. The New Moon on the 16th could find you taking a commitment to the next level or partnering up with someone new in business. When the Sun enters Scorpio, the allure of nurturing more intimacy can lead you to a deeply transformative connection. Towards the end of the month, Mercury shifts your attention towards renegotiating contracts and boundaries within personal relationships. The month wraps up with a rare occurrence of a second Full Moon clarifying what changes need to be made to increase your earning potential and create the life of luxury that you deserve.
Taurus
TaurusLaci Jordan for xoNecoleOctober kicks off with a Full Moon enhancing your intuitive abilities and connection with the spirit world. Pour some libations for your warrior ancestors or guides to assist you in overcoming any obstacles. On the 2nd, Venus enters Virgo making it a perfect time to plan the perfect romantic outing for you and bae. Get creative and try not to take things too seriously if they don't go exactly as planned. Remember—it's the thought that counts. When Pluto goes direct on the 4th, opportunities to share your wisdom and spiritual ideologies may present themselves. This is also a favorable time for traveling abroad to a place that your soul is longing to return.
Mercury retrograde begins on the 13th, giving you a chance to renegotiate contracts or the expectations within a relationship. The New Moon could suggest that it's time for a new routine or work environment. Setting intentions for improving your physical and mental health is also supported. When the Sun enters Scorpio, communication can be murky, thanks to Mercury retro doing his thing. If possible, avoid signing contracts during this transit or pay close attention to the fine print! On the 27th, Mercury and Venus shift your focus to reorganizing your workspace or getting into a better flow with your schedule. The month comes to a close with a Full Moon in your sign helping you see yourself and your potential for greatness even more clearly.
Gemini
GeminiLaci Jordan for xoNecoleThe Full Moon on the 1st illuminates your social network (and possibly your presence online), making this a supportive time to launch your new product, service, or merchandise. When Venus enters Virgo, it's time to get your home in order for hibernation season. Stock up on your fave fall-scented candles and whip out your Halloween decor. We may be socially distancing this year but you can still enjoy a party at home with you and the myriad of other personalities you embody. On the 13th, Mercury goes retro, making it a good time to schedule that doctor's appointment for any recurring health concerns.
The New Moon on the 16th is supportive for starting a new creative project or meeting a new boo that you could potentially be cuddling up with during cuffing season. When the Sun enters Scorpio, you have the potential to cut out some bad habits that are affecting your mental and physical health. Sometimes a simple shift in your daily routine—like going to sleep earlier—could make all the difference. On the 27th, Mercury and Venus shift gears helping you tie up loose ends on a creative project. Just try not to get too distracted by any old fling(s) popping up during this transit. The Full Moon at the end of the month will provide you with the clarity you need on whether you should give someone a second chance or leave their text message on read.
Cancer
CancerLaci Jordan for xoNecoleThe month begins with a passionate Full Moon in Aries motivating you to overcome any obstacles that stand in the way of you and your success. On the 2nd, Venus enters Virgo, encouraging you to organize that million-dollar idea you have into a business pitch with a detailed strategy intact. Your relationships take your healing process even deeper when Pluto goes direct. Remember that anything you don't like about someone else is likely a suppressed behavior within you. On the 13th, Mercury begins its retrograde, making this a perfect time to revisit a creative project or childhood hobby. Don't be surprised if an old fling pops up just in time for cuffing season.
The New Moon on the 16th has you looking to plant your roots somewhere, making this a good time to start looking for a new property to invest into. Just wait until next month to sign your name on the dotted line. On the 22nd, the Sun meets up with Mercury which could make communication weird between you and a romantic interest. There's a thin line between privacy and secrecy. Lead with honesty. Towards the end of the month, Mercury and Venus shift gears bringing your focus to family and home matters. Beautify your space for the fall to create a cozy environment for entertaining your loved ones. On the 31st, the Full Moon brings a long-term goal of yours to fruition, giving you reason to celebrate your hard work. Call up your friends for a small gathering to revel in your victory.
Leo
LeoLaci Jordan for xoNecoleAn opportunity to share your expertise on a larger platform could present itself around the Full Moon on the 1st. It's time to let your individuality shine forth boldly as you inspire those around you to do the same. On the 2nd, Venus enters Virgo, inviting you to get your retail therapy habit under control. When Pluto goes direct, you'll have even more willpower to make better decisions when it comes to your money. On the 13th, Mercury goes retrograde, giving you a chance to revisit any recent decisions you've made about your home environment. This isn't the best time to sign any contracts for that new home or apartment but if you must pay special attention to the fine print and ask someone else to look over the contract with you.
The New Moon on the 16th is a good time to sharpen your negotiating skills before you decide to sign your name on the dotted line. On the 22nd, the Sun links up with Mercury, bringing your focus to healing generational trauma. Towards the end of the month, Mercury and Venus shift your attention, communicating more effectively to assure that everyone involved in the relationship is satisfied. If you're into social media marketing, this is the perfect time to amp up your charm to attract new clientele or customers. October comes to a close with a rare second Full Moon on the 31st reminding you that persistent effort is always rewarded.
Virgo
VirgoLaci Jordan for xoNecoleOctober kicks off with a Full Moon in Aries helping you burn through the facade to allow your individuality to shine forth. Past experiences that made you feel like an outcast or weirdo no longer sting as much as they once did. On the 2nd, Venus enters your sign, opening up the floodgate of blessings that come when you're living in your authentic truth. When Pluto goes direct on the 4th, you're ready to express this deep appreciation for the journey that molded you into who you are through a creative project or artistic expression. On the 13th, Mercury goes retro, inviting you to dive deeper into your esoteric studies. Exploring astrology, divination, and metaphysics can help you unlock doors you've only dreamt of walking through.
Around the middle of the month, the New Moon is a supportive time to plant seeds for that new stream of income you want to grow. This is also a favorable time for solidifying a business partnership. On the 22nd, the Sun meets up with Mercury, helping you dive into more meaningful conversations that lead you and others through a transformative, healing process. Towards the end of the month, Mercury and Venus invite you to revisit your budget and make some adjustments where necessary. This is also a time to assess whether the energy you're investing into an endeavor is paying out a good return. The month closes out with a bang with a rare-occurring second Full Moon encouraging you to share your spiritual gems with others through writing or teaching. Traveling abroad could be just the experience you need to level up spiritually, making this a perfect time to book a vacation to that special place your soul has been longing to return.
Libra
LibraLaci Jordan for xoNecoleThe month takes off with a fiery Full Moon helping you get clear about what your boundaries are and who actually respects them. People that don't make the cut will likely be removed from your life. On the 2nd, Venus enters Virgo which has you inclined to lay low and cuddle up with your fave person. Love matters take on a more private approach during this transit which can help you cultivate more intimacy with someone you'd like to grow closer to. When Pluto goes direct on the 4th, you're feeling more confident in your leadership abilities and ready to face any career challenges head-on.
On the 13th, Mercury goes retro, inviting you to reassess your budget and make changes where necessary. Avoid making major purchases during this transit. The New Moon in your sign is the perfect time for a fall makeover. When the Sun and Mercury meet up on the 22nd, discussions about shared resources may arise within a partnership. Ask yourself if this person is more of a liability than an asset. On the 27th, Mercury and Venus shift gears, making you the center of the conversation. Everybody and they mama wants to be all up in your business. You may even be revisited by an ex. Assert those boundaries when necessary. The month comes to a close with a Full Moon freeing you up from a financial responsibility, or debt, that has been looming over your head.
Scorpio
ScorpioLaci Jordan for xoNecoleOctober kicks off with a Full Moon giving you the courage to finally ditch that bad habit that's been affecting your health. This is also a time to make some adjustments to your daily routine to support your overall well-being. On the 2nd, Venus enters Virgo helping you gain some traction on social media. Ask yourself how you can better serve your online community to reap the rewards of more followers and engagement. When Pluto goes direct on the 4th, you're ready to share more about your personal healing process through your blog or an IG live session. On the 13th, Mercury goes retro, making you the go-to person for everyone to share their secrets.
The New Moon on the 16th helps you get to the root of any unbalanced relationship patterns that need to be cleared out of your subconscious. On the 22nd, the Sun meets up with Mercury which could make communication a little murky. If someone is trying to sell you something, take their recommendation with a grain of salt. Towards the end of the month, Mercury and Venus team up to help you reestablish balance in your life by inviting you to connect with your Higher Power and the deeper meaning of your life. The month comes to a close with a Full Moon on Halloween making it clear where you and a significant other stand. Be prepared for some changes within an existing relationship or business partnership as they're ultimately aligning you with more compatible options.
Sagittarius
SagittariusLaci Jordan for xoNecoleThe month begins with a passionate Full Moon making it the perfect date night for you and that cutie you've been eyeing on that dating app. Fortune favors the bold, sis. Don't be afraid to shoot your shot. If you've been working on anything creative, this is the perfect time to reveal your artwork to the world. On the 2nd, Venus moves into Virgo which helps you attract some blessings when it comes to your career. You're finally receiving the recognition for all of your hard work. When Pluto goes direct on the 4th, you're feeling more fiscally responsible to make some major boss moves to secure your financial security.
On the 13th, Mercury goes retro which has your excessively talkative self tight-lipped about something you're working on behind the scenes. The New Moon on the 16th has you moving and shaking amongst a new crowd that can help you accomplish your dreams. When the Sun and Mercury meet up on the 22nd, you may find it difficult to contain your excitement but some of your recent moves are better kept private for the time being. Towards the end of the month, Mercury and Venus link up making you a magnet on social media, meaning this a supportive time to revamp your online image or your brand. October comes to a close with a sensual Full Moon inviting you to enjoy yourself but be mindful of overdoing it.
Capricorn
CapricornLaci Jordan for xoNecoleOctober begins with an intense Full Moon that could result in you calling it quits and moving residence—especially if you and a family member aren't seeing eye-to-eye. On the 2nd, Venus enters Virgo and your wanderlust has your sights set on an international excursion that will give you just the kind of reset that you need. When Pluto goes direct, you're feeling way more confident (and less emo) after going through a Dark Night of the Soul. The lessons may have been grueling but you've come out on the other side more self-aware and empowered than ever before.
Around the middle of the month, Mercury goes retro, giving you a chance to catch up with old friends that you haven't seen since the beginning of the pandemic. On the 16th, the New Moon invites you to plant seeds for the next career milestone that you want to accomplish. The Sun and Mercury link up on the 22nd, which has you craving more deep conversations with your social circle that carry on late into the midnight hours. If you've got something personal to share, call up a friend instead of telling Twitter all of your business. On the 27th, Mercury and Venus shift gears to help you attract just the right people with information that can help you get ahead in your chosen career field. The month comes to a close with a Full Moon encouraging you to reveal that creative project or ditch the non-committal loser that's wasting your time.
Aquarius
AquariusLaci Jordan for xoNecoleThe feisty Full Moon on the 1st has you ready to talk yo' shit regardless of how others may receive your truth. When Venus enters Virgo, you could be attracting some unexpected financial support through a credit lender, grant, or that sugar daddy you used to entertain. On the 4th, Pluto goes direct, giving you the power to push past the limitations of your subconscious. You are more than capable of achieving success in whatever way you define it for yourself. On the 13th, Mercury goes retrograde, giving you a chance to revisit some key conversations related to your career development. An opportunity that you thought passed you by may be circling back around because you're actually ready for it now.
The New Moon on the 16th encourages you to expand your knowledge through self-study or formal education to position yourself as a guide or teacher for others. The Sun enters Scorpio on the 22nd and links up with Mercury, making this a good time to step into a leadership role. You don't need a ton of experience to influence others. You just need to share your testimony to inspire them instead. On the 27th, Mercury and Venus shift gears, making this a good time to start planning that holiday getaway. The month wraps up with a Full Moon that could have you uprooting from your current home to establish yourself elsewhere.
Pisces
PiscesLaci Jordan for xoNecoleMoney matters take center stage with the Full Moon on the 1st. You may have some revelations about the way you're making money. If you're interested in striking out on your own as an entrepreneur, this energy supports you in doing so. On the 2nd, Venus enters Virgo, inviting you to make some plans within an established relationship. When Pluto goes direct on the 4th, you'll begin to notice the effects of the transformation you've undergone over the past several months—especially within your friendships. On the 13th, Mercury goes retrograde, making this a good time to dive deeper into your studies about spirituality and esoteric topics.
The New Moon on the 16th supports you in receiving the financial support that you need to start up that business or get that home loan. On the 22nd, the Sun and Mercury meet up and you're in the mood to travel. Hold off on doing so during the retrograde but feel free to start making plans for a holiday getaway. Towards the end of the month, Mercury and Venus shift gears, making this a good time to review shared resources that you have with bae or your business partner. If you've got outstanding debts, it's time to get serious about paying it off (or you can always opt for deferring your student loan for the 3rd time). October closes with a Full Moon placing the spotlight on your social media presence. If you've got a product or service to launch, here's your chance to really make an impression.
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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I remember calling my grandmother, who has since transitioned, and hearing the passion in her voice when she explained how she’d never thought she’d see something like this happen and how much it meant to her. As I reflect, I realize it’s a combination of memories like this that undoubtedly encouraged my will to vote.
However, as an adult, my reasoning behind the practice has developed. It’s no longer just about “the right thing to do.” I feel a responsibility to myself and my future to know the issues, how they impact me, and make a difference for others.
In the times we’re in, there's so much “news” everywhere. It’s hard to distinguish fact from opinion and bias from beliefs. This is why it was such a pleasure speaking with Jara Butler, Chief Impact Officer of Supermajority. Supermajority is an organization focused on making women the most powerful voting bloc in the country. During this authentic and informal conversation, we talked about so much.
I learned about her time working with the Obama campaign and how she masterfully worked in multiple industries, and we shared some of our favorite female rap moments. However, in the snapshot you’ll read, we focused on the issues. Jara walked xoNecole through what’s most affecting women of color in this election and what we can do to be more aware. Whether you’re a politics girlie or like me, just trying to gain more insight, hopefully this convo connects with you.
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xoNecole: Let’s just jump right in. What are some of the most popular issues that you hear Black women discussing related to this election?
Jara Butler: Our sister organization, the Supermajority Education Fund, recently did some research specifically looking at young women in the age group 18 to 35, and young Black women identified their economic well-being as a priority. Right now, we're in a place where a lot of us, especially young Black women, are finding that meeting those basic needs are harder and harder.
Secondly, is Project 2025. I think Black women see it as not just something that could happen, but actively happening. For example, we’ve all been watching the case with the Fearless fund, and how it's been targeted. We know Black women are very entrepreneurial. We can go back to Madam C.J. Walker and others who have opened the door for all of us to achieve. But if those barriers are in place, we're just not going to be able to meet that.
Lastly, Repro is a very big issue. But I think looking at it holistically and not just about abortion is important. Black women are more likely to talk about this from a perspective of our reproductive health care and the lack of access due to medical racism. As a Black woman myself, who's over 40, a lot of the changes that I am making in my life are because I have to do everything I can to put myself in a position, because I know no matter what my economic status is, if I walk into a medical office, there's a good chance I'm gonna face medical discrimination. Breast cancer screenings, colon cancer screening, ovarian cancer screening, cervical cancer screenings - all of those are part of that network of reproductive health.
xoN: Another issue I’d love your insight into is our missing girls. I think it's so unbelievable how much this is swept under the rug. There are so many stories about Black women that are continuing to go missing; I don’t understand how that’s not a bigger conversation. Is this something that can be pursued on the government level and what can we do to bring more attention to this issue?
Jara: We have this list of majority rules on our website, and my favorite one is: that our government represents us. I think that we have to continue to apply pressure to our government to meet our needs. And again, women are the majority of voters. Black women, especially, are the most reliable voting bloc across all groups, and our interests right now are not being met. So yes, there is something that we can do, but I also am a big proponent of us having these conversations.
My great-grandmother was enslaved, my grandmother was born into Jim Crow, and I watched my mother face economic insecurity. I say that because, as a Black community, we have to have an internal conversation to talk about these issues, and we have to do it upfront. I think we have to get into a position of realizing that we do have power, and how we activate that power.
Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater. And finally, we have to get away from depending on one individual to take us there. It's gonna take all of us.
"Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater."
xoN: I agree completely. Now, when we started, you mentioned money. So let’s talk about it. So many of us are starting businesses and getting degrees, and I love to see it. But everyone seems to still be having a lot of the same issues around finances. What are some of the underlying reasons behind this debt that we're dealing with, and how can voting influence these challenges without getting into the individual candidates?
Jara: Hello! Let’s talk about the money! Black women have been told that if we want to move ahead, we have to have that master's degree. We have to be twice as good. So we met that measure, right? But in order to do that, we have to pay for it. Up until about the 1970s college was absolutely affordable. You could work one job and pay for college with some money left over. That has changed.
Realistically, student loans are a barrier. They are a barrier to access housing. They impact our credit, and really and truthfully, depending on how much your loans are, they could affect you paying rent. It basically creates a cycle of debt. And I have real problems with people who say, get a degree in something that's going to make money. It’s about your skills, and if you have the skills, you should be able to earn a living. That covers that.
But the fact is that student loan debt continues to increase, and there have been attempts, more than once, to try to relieve some of that pressure. The reality is that this is a squeeze. It is a conundrum, and we see efforts by the current White House administration to try to alleviate those things, even when they are stopped.
But truly, Congress needs to step in and support this, but I would take it a step further. We should be considering and looking at what it would look like if we had free community colleges. Because what we have now is two generations of borrowers, because older millennials’ children are beginning to age. Black women have the highest degree of second-degree secondary education, but we carry like 1.7 trillion in debt or something like that. I can't remember the exact number, but basically, the majority of the student loan debt is ours.
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xoN: Speaking of college, obviously there’s a lot of discussion around affirmative action in the schools and the undergoing changes. How important is it to consider this topic, and are there any new laws or policies being proposed around this that we should be aware of?
Jara: Oh my goodness, affirmative action is one of the things that we saw that our sister site, the Supermajority Education Fund, found last year as a number two issue for young women. I actually hypothesized that it was a real thing, and it was. And the reason for that is that affirmative action as a whole has been something that benefited white women more than any other group.
However, what is happening is that we’re using the word DEI in a way that is derogatory. I’ve heard people refer to it as: “didn't even earn it.” And as a Black woman who attended an amazing school, I remember being in class and having someone make that comment, knowing my grades were higher than theirs.
The fact of the matter is that we would not need these policies if we lived in an equal and equitable society. It doesn't do us any harm for us to face the facts that this country was built off the backs of enslaved people and the blood of indigenous people, and off the sweat and the tears of immigrants. But because we are unwilling to face that, we now are demonizing programs that are actually meant to create some symbol of balance.
xoN: Finally, I’ll close with this, what can we do to provide information to young people, and how do we combat all of the less than researched info?
Jara: One thing I encourage is to look at the source. At Supermajority, our social channels are information-based. We strive to provide up-to-date accurate information that is digestible to all. Media literacy is something I believe in, and unfortunately, it is something that we have a responsibility to continue to share with the community at large. So much of our world is centered on immediate info, a lie spreads faster than the truth.
We just saw that with the Olympic women's boxers, and we have to ask ourselves often: is this information accurate? Who is telling the story? Most importantly, how am I an original contributor? Not everything said needs to be shared, and not every thought needs to be public.
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