What Forbes Italia's August 2026 Business Horoscope Actually Says

Forbes' Italian edition has opened August 2026 with an unusual piece of business coverage: a sign-by-sign horoscope promising guidance on work, collaborations and opportunities. The column argues that the month starts under the influence of a Mercury retrograde from the previous month and that a shift of Mars and the asteroid Ceres into Cancer on August 11 marks a turning point for planning, pitches and partnerships.

As is typical for the genre, the advice is broad. Readers are told that marketing actions started between June 24 and July 23 may need to be reworked, ideally between August 9 and 25; that the period from August 6 favours reviving an old contact or collaboration; and that the month suits sending a long-hesitant email to a boss, applying for jobs or asking for a raise. Later in the month, the column suggests pitching projects to wealthy contacts in exclusive settings.

The piece also singles out Italian TV presenter and entrepreneur Gerry Scotti — a Leo, as is the Sun in August — as an example of sustained success. It notes that Forbes Italia gave him a special award last year for social-media creativity, with memes featuring him among the most shared on the web, and predicts that Jupiter in his sign through late 2026 and much of 2027 will prolong a favourable phase.

No evidence is offered for the forecasts, and the article's value is essentially entertainment and reflection rather than decision-making support.

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Why Business Horoscopes Are a Media Staple — and How to Read Them

Why a Business Publisher Runs a Horoscope

For media outlets, zodiac content works as an engagement driver. It is inexpensive to produce, easy to personalise and encourages readers to see themselves in the text — a useful complement to harder business stories. Forbes Italia's inclusion of a real entrepreneur, Gerry Scotti, is also a familiar device: anchoring a speculative forecast to a recognisable public figure makes the content feel more concrete and more shareable.

The Calendar Is the Only Concrete Element

The one part of the column that is verifiable is its dates. It identifies a Mercury retrograde from the prior month, a Venus shift on August 6, and Mars and Ceres entering Cancer on August 11. Whether those movements have any bearing on hiring, negotiations or revenue is not demonstrated — and no mechanism for such an effect is explained. For business readers, the useful interpretation is simple: the piece is a genre exercise, not a forecast that should influence contracts, hires or budgets.

Who This Actually Serves

The immediate beneficiaries are the publisher and the reader as an audience. The publisher gets attention and social sharing; the reader gets a light, optimistic framework for thinking about the month. The risks appear only if someone treats the advice as a substitute for due diligence — for example, timing a product relaunch around August 9–25 rather than around market conditions.

How to Treat the Zodiac Advice You'll See This Month

  • If the column's dates make you pause, use them as a nudge, not a rule: the August 6–25 window it highlights can serve as a simple reminder to follow up on stalled contacts — but base the decision on the opportunity itself.
  • For any project started between June 24 and July 23 that the horoscope says to redo, the practical takeaway is universal: check the results, review the data and adjust — no planetary alignment required.
  • If you enjoy the content, treat it as a monthly reflection prompt rather than a business plan; it is entertainment dressed in business language.