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GUYSSSS.

In the last week I’ve been shown two things so absurd I can’t stop laughing.

Everyone here knows about my lifelong love affair with Sumo Oranges, right?

Well, the American obsession with Sumos has apparently grown exponentially since I first started writing about them. (Correlation is not causation… but also… I don’t know anyone who loves them more than me.)

In 2023, the first year I publicly declared my devotion to Sumo Citrus, the crop production literally doubled. And its only continued to grow.

And my latest enlightenment?

• Brightland is releasing a limited-edition Sumo Citrus infused olive oil. (Thanks Jaime for sharing)
• A friend just sent me a reel for Sumo Citrus ice cream. (Thanks Seeley for sharing)

I don’t know what’s happening, but the universe is clearly aligning with the brand of ‘Caite’.

The Year of the Horse is off to an exceptional start. That’s all I have to say.

xx, Caite

PS - Join our slack group - Here. Nuff Said

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Asking your date their sign accidentally built a billion-dollar industry.

Let me preference this with: I know astrology is much deeper in many cultures and has genuine relevance to a LOT of things.

But I love looking at my sign more as a game than anything else - I feel like Michael Scott saying, “I’m not superstitious… but I am a little-stitious.”

BUT here’s the thing, people into astrology and spreading its knowledge have built an incredible economy.

Historically, moments of uncertainty create a rush toward meaning.

In 2008, church attendance surged during the financial crisis.
In 2020, during COVID, people didn’t just bake sourdough… they downloaded astrology apps.

Astrology app usage jumped dramatically during the pandemic, and unlike most trends… it didn’t fade when life reopened.

Fast forward to today, and astrology has quietly become a massive consumer category.

• The global astrology and spiritual services market now sits well above $13B+, projected to approach $23B within the decade.

• Millennials and Gen Z drive the majority of participation.

• Over half of younger consumers report engaging with some form of “new age spirituality.”

• Apps built around daily insights and compatibility have unusually high retention, people don’t just download them, they build habits around them.

Astrology as a product works because it’s inherently shareable - and its usually pretty spot on, I have at least experienced it that way before!

You read something that feels weirdly accurate and immediately send it to a friend:

Group chats, Instagram stories, dating conversations, astrology became a socially acceptable language for talking about personality, emotions, and relationships without vulnerability feeling heavy.

Apps leaned into this perfectly: You don’t just check your chart, you follow friends, compare compatibility, and receive daily narratives about your relationships.

So yes, asking your date their sign might feel harmless.

But collectively, we turned personality into a product category. Pretty sweet if you ask me!

NYC:

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“‘Gotta Blast’- Jimmy Neutron” -Caite