How brands are entering the cannabis space.
Cassandra’s latest report, Seeing Green, takes a close look into Gen Z and Millennials’ behaviors and mindsets when it comes to cannabis. We uncover when, how, and why young people are (or aren’t) consuming weed, and the roles this plant plays in their mental health and overall wellness. Ahead, three examples of brands that are expertly navigating how to play within this ever-growing industry.
It’s crucial for brands who play in this space to find ways to reduce stigmas and acknowledge its racist history that continues today. Last year, for example, online cannabis marketplace Weedmaps took over billboards in Times Square to congratulate New York on legalizing recreational sales – and, more importantly, to bring attention to the need for a more inclusive and transparent cannabis economy with taglines such as, “No one should be incarcerated for cannabis.” At 4:20 on 4/20, they ran a 10-minute message highlighting that 40,000 people are still in prison nationwide for cannabis offenses.
Good branding and sleek design aren’t just important for cannabis products; it’s a key element for dispensaries, as well. Superette – which describes its line of stores as “flower shops for adults with good taste” – mimics a specialty grocer with its retail experience. An in-person visit is fun, immersive, and friendly – a mood Superette successfully conveys in its online presence, as well. Earlier this month, DoorDash entered the cannabis industry for the first time with a Superette partnership, offering weed pickup on its app.
BEN & JERRY’S
The ice cream company is no stranger to having a clear stance on the societal matters that represent their values which happen to also align with the values of Gen Z and Millennials. Ben & Jerry’s uses their platform all year-round to participate in the social justice conversation surrounding cannabis in a very authentic way. They don’t walk around the actual issues that impact the industry. Instead, they use cultural moments like 4/20 to raise awareness on racism, lack of inclusivity, and cannabis reform. This year, for example, they partnered with the ACLU on a campaign urging the Senate to pass cannabis justice legislation.