Despite the clear mainstream growth of cannabis in recent years (not to mention its exploding popularity in quarantine), cannabis users have remained a somewhat mysterious crowd to many marketers.
Sure, some of that is due to lingering stereotypes and longstanding stigmas about cannabis, but it could also be due in large part to a lack of reputable data about cannabis consumers themselves.
A new and substantial study hopes to shed light on that crowd—while dispelling some of preconceptions marketers might still have about cannabis and its role in culture.
“Cannabis consumers aren’t what they’ve been painted to be,” says Laura Albers, co-founder of Oasis Intelligence. “And the industry has a lot of promise. It’s been deemed an essential business during the Covid-19 crisis, and it has the opportunity to transform our economy. And legalization will continue to be a major issue, especially in an election year.”
Definitely take the time to look through the data in this fascinating and educational writeup on the report from my colleague T.L. Stanley.
And by the way, if you're not following T.L.'s coverage of cannabis marketing, you definitely should be. In terms of required reading, I'd recommend this comprehensive piece she wrote for Adweek about how the quarantine era has changed cannabis forever.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
Dive deeper with an Adweek Pro Subscription, your key to the inside scoop on the marketing and advertising trends and reporting that guide the world's top brands.
