12 Sep 2023

How to Market to the New Cannabis Consumer

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Isabel Carter

The cannabis industry is undergoing a transformative shift as it expands to embrace a more diverse and mature customer base. 

One of the most notable trends in recent years is the growing interest among older generations who are turning to cannabis for various purposes, such as pain management, relaxation, and overall well-being. 

To tap into this emerging market segment, businesses in the cannabis industry must adapt their marketing strategies. In this article, we'll explore effective ways to market to the new cannabis customer, focusing on those seeking purposeful cannabis consumption.

Understanding the Older Cannabis Consumer

Before delving into marketing strategies, it's essential to understand the older cannabis consumer's motivations, preferences, and concerns. Older adults often use cannabis for medicinal purposes, seeking relief from conditions like chronic pain, insomnia, anxiety, and arthritis. Additionally, they may be interested in cannabis as a safer alternative to pharmaceutical drugs or alcohol, emphasizing wellness and mindfulness.

Marketing Strategies for the Older Cannabis Customer:

Education is Key

Older consumers may lack familiarity with cannabis products and their potential benefits. Therefore, educational content should be at the forefront of your marketing efforts. Consider creating informative blog posts, videos, or webinars that explain the various strains, consumption methods, dosages, and potential health benefits of cannabis. Address their concerns about safety, legality, and potential side effects to build trust.

Highlight Wellness and Health Benefits

Emphasize the wellness and health benefits of cannabis in your marketing materials. Showcase testimonials and case studies from older consumers who have experienced positive outcomes from using cannabis products for pain relief, improved sleep, or reduced anxiety. Highlight the plant's natural and non-addictive properties compared to prescription medications.

Provide a Comfortable Retail Environment

For brick-and-mortar stores, create a welcoming and comfortable environment. Train staff to be knowledgeable and patient when answering questions from all customers. For some, this may mean offering private consultation areas where customers can discuss their needs discreetly.

Online Presence

A user-friendly website with detailed product descriptions, dosage recommendations, and an online chat support feature can help older customers navigate your offerings. Implement an easy and secure online ordering system, especially for those who prefer the convenience of home delivery.

Engage in Community Outreach

Participate in local community events, health fairs, and educational seminars to connect with potential customers. Hosting workshops on cannabis and its benefits can help build trust and brand recognition.

Use Social Media Thoughtfully

Leverage social media platforms to share educational content, customer testimonials, and product updates. Be mindful of age-restricted content and compliance guidelines on these platforms.

The shift toward a more mature and purpose-driven cannabis consumer demographic presents a unique opportunity for businesses in the cannabis industry. By understanding the needs and preferences of older customers and tailoring marketing strategies accordingly, you can position your brand as a trusted source for cannabis products that enhance their overall well-being and quality of life. With education, transparency, and a focus on wellness, you can successfully attract and retain this growing segment of the market.