Branding the cannabis industry is no walk in the proverbial park.
But, in a recent cannabis branding consumer study from Canna Ventures, analysts from the paper cited data from the U.S. Census Bureau, the Colorado Department of Public Health, the U.S Bureau of Labor Statistics, Cannabis Consumer Coalition, Marijuana Business Daily, and others to develop a snapshot of the current cannabis marketplace. The authors were quick to point out that the market is “too new” to capture a clear picture of demographics. Not to mention the many women afraid to come out of the green closet. It's because of recent Prohibition that the research provided in the paper is limited.
Numerous reports found that there are more male cannabis consumers than females. On a national average, women edge out men in the country, but women are a growing consumer demographic. Canna Ventures noted that women’s acceptance of the healing herb is rooted in social issues, such as ending a War on Drugs, instead of the ability to purchase cannabis legally. On the national front, it seemed women were unsure of how they would participate in the legal marketplace if one was approved in their state.
The Age of Ganja Goddess
Among those who do consume cannabis, Canna Ventures found that men and women consume differently. Outside of standard plant consumption, the women surveyed preferred candies, baked goods, and skin care. Often women would report they use cannabis for mood regulation or as a way to reduce anxiety. Analysts figure as the medical benefits of cannabis circulates, women will be the driving force behind cannabis in the medical and health sector. Women hold the highest management occupations in the Medical field (73.7%) and as the more frequent in-home caretakers, it's expected that women will be the main purchasers bringing in the plant for family and self care.
Educate Your Audience
“Women on the other hand indicated less interest in new product formats,” the authors state. “Our interpretation of the data is that uncertainty about how food products consistency and quality will react is driving apprehension. The issue is then of consumer education.” All consumers, but women especially, want to know how your product meshes with their life. Groundwork for basic cannabis education exists. Now, educate your audience on how to use your products in their day-to-day routine.
Your Audience is Your Brand
The authors of the paper did a wonderful job summarizing their research. They find that people want a product that they see as an extension of themselves. Users, adult-use or medical, want a product that they would be proud to use in public. As stoner stigma fades and legalization efforts gain, more and more consumers will turn to cannabis as alternative-care. Do yourself a favor and get to know the consumers of your product, it will pay off in the long run.
Peep the full report on the Canna Ventures website.
High there, I'm Savina and I make damn good designs for the cannabis industry. No really, it's the reason I get up in the morning. Giving form to your idea. Design of your products. Creative content to your empty wall. Anything from print to digital and all with a personal touch.