In our third deep dive into attitudinal segmentations of Americans’ perception of cannabis, we surveyed residents in three specific groups of U.S. states: states where cannabis is not legal in any form, states where it is legal for medicinal purposes, and states where recreational use has been legalized. Through these reports we sought to track and understand what people like about cannabis, how they use it, and how they perceive the marketing efforts of brands in the cannabis industry.
In two national surveys designed to uncover American attitudes toward cannabis, legalization and development of cannabis brands, we uncovered a unique subculture of Americans who strongly support legalizing recreational-use marijuana, but do not expect to purchase cannabis or engage with cannabis brands.
Except in California, home to a historically bolder and experimental population in which this demographic emerges as a strong potential cannabis consumer base.
During our market research on consumer motivations in cannabis brand attribute preference, we have consistently seen four segments emerge among consumers, who we call “Traditionalists,” “Outsiders,” “Indies” and “Idealists.” Of these four, “Indies” and “Outsiders” are the most likely to patronize cannabis brands on a regular basis.
Today we’re going to take a closer look at the Indies, who have increased by 15% since 2014. They currently make up about 26% of the population, and about 31% in California.
We recently provided an overview of the key cannabis events of 2015. As we turn the page and dive into 2016, it’s undeniable that the year is going to be momentous. We asked a few of our friends what they believe 2016 will bring to the wonderful world of cannabis.
There’s no denying that 2015 was a monumental year for cannabis, and that the major events of this past year will have an enormous impact on the economic markets, as well as the cultural significance of, legal cannabis for years to come. Here’s a brief summary of a few of the headline catching events of 2015, and how they might affect us all in the year to come.
As the cannabis industry continues to be one of the fastest consumer markets, the tactics used by niche companies and startups are becoming more main-stream, legitimized and professional. That doesn’t, however, mean that the scary tactics of old have disappeared. In fact, some have become so predominant in a constantly growing culture, that one has to wonder if the cannabis community is doing its due diligence to foster a safe and healthy community.
Since it’s almost Halloween, it’s only fitting that we take a look at the most dangerous and, honestly, scariest marketing tactics some cannabis companies are choosing to use, and explain why you should stay away from using them as well.
The leaves are changing, the temperature is dropping and the summer is officially ending. While many will pack up flag t-shirts, put away leftover fireworks and clean that deliciously-used BBQ, we’re asking that you carry one thing with you as you say goodbye to summer and everything associated with it.
I 502 in Washington won the minds of 2012 voters, gaining 55.7 percent of the vote, but a large number also voted against, and hate to see retail stores popping up in their state. Taking the results apart county by county, we thought it would be interesting to see the differences in sales versus votes. Let’s see how the numbers stack up.
Washington’s rules for recreational marijuana stores get pretty specific about most things, including signage.
With all things regulated to the teeth, let’s take a good look at understanding the lengths of the signage restrictions and how best to market your products under such a close watch from the state.
The majority of Washington voters might have been savvy enough to legalize marijuana, but a lot of bad information still exists out there. Growing cultural acceptance, extended scientific research and the spread of cannabis information has debunked a number of the old marijuana myths out there. Let’s look at a few of the top contenders that might still keep people on the fence, or on the complete other side, of the legal marijuana issue.