What does a cannabis user look like? I’m being serious when I ask that because the demographics of a cannabis user can vary greatly. There are some people you meet that are beyond surprising when you find out that they are a cannabis user. And then there are some people who appear to be blatantly obvious cannabis users, but you come to find out that they are not. You really never know judging a book by its cover. On first glance, I may not appear to be a cannabis user. In fact, you’d probably be surprised to find out that I have been a cannabis user for over 20 years. But I say that you might be surprised because I am well put together in appearance, grew up in a seemingly perfect home, have a Master’s degree and have always been highly professional and hard working. I challenge the “norm” of what many were so used to believing in cannabis users. 

In 2022 the portrait of a cannabis user is blurry. It only comes into view when you take a deeper look into what and who a cannabis user is at their core. These demographic pillars are crucial to understand if you have any desire to market your cannabis brands and stand above the rest. “Cannabis marketing is not a one-size-fits-all proposition. Different demographics seek specific benefits from THC and CBD, and within each consumer group there’s the split between use for health and wellness or for recreational purposes.” (Content Bacon, 2021). So how do you break that down? By taking a closer look at the largest consumers of the cannabis industry: Millennials.

Largest Cannabis Consumers

Currently there are around 72 million Millennials living, which make up the largest living generation. Those Millennials who grew up in the era of D.A.R.E. are also the ones who account for the largest percentage of cannabis users. 

“A cannabis consumer is younger than the normal consumer, has more disposable income; they are busier than most, they are working all the time, exercising all the time, going on adventures all the time” (Freeman as quoted in Kary, 2021). Millennials bring a key puzzle piece to marketing for the cannabis industry. “Younger Americans are most likely to smoke marijuana, and while 20% of Millennials say they currently smoke marijuana and 10% of those in Generation X say they do the same, fewer than 10% of the older generations say they do.” (Hubbard, 2021). Recognizing this generation for cannabis usage is just the tip of the marketing iceberg. Their demographics are so much bigger than just their age bracket. 

Think Outside the Box For Cannabis Marketing 

As cannabis users, Millennials are an odd bunch. They don’t closely follow a set pattern or path as consumers based on demographics. The recreational cannabis user varies greatly compared to the medicinal and health cannabis user. And throw in those who have been long-time cannabis users versus new cannabis users, and you’ve got a hot mess for marketing. 

One of the best ways to separate your buyer personas is by looking closely at your dispensary’s data from point of sale programs. Separate your cannabis users by demographics such as age, gender, income, educational background, location, etc., and then split them up by tracking spend patterns in your dispensary. One of the biggest takeaways from learning about different cannabis consumers is that they thoroughly enjoy variety. “An MRI-Simmons survey from 2020 showed that people who consumed cannabis were 22% more likely than non-cannabis users to seek out variety in their everyday lives, 32% more likely to want to be first to try new products and services, and 25% more likely to make impulse purchases” (Kary, 2021).

Keeping these statistics in mind, can help drive your marketing efforts behind new brands, products and who you are targeting with them. While variety is heavily weighed for many cannabis users, that does not mean flashy or aggressive advertising. Succinct, clear, educational marketing seems to be the most appealing for many cannabis users across the board. This allows for a more pointed campaign that can drive purchase decisions without leaving room for gray areas regarding product efficacy, potency, desired effects, etc. regardless of demographic or consumer.

While variety is the spice of life, cannabis consumers generally know what they like and where they want to purchase it from. The decision to overlook judging a book by its cover and taking a deeper dive into your dispensary’s data can truly help set your business apart from your competition. Try not to get too bogged down by the typical demographic breakdowns one normally would follow in marketing. Learning to squint your hypothetical eyes to view the blurry portrait of a cannabis user might surprise you in the long run.

Resources:

Content Bacon. What Are The Demographics of the Cannabis Industry?. ContenBacon.com. 2021. https://www.contentbacon.com/blog/what-are-the-demographics-of-the-cannabis-industry.

Flowhub. Cannabis Industry Statistics 2021: How the essential industry performed last year. Flowhub.com. 2021. https://flowhub.com/cannabis-industry-statistics.

Freeman, Travis. Weed Customers Are Everyone’s Dream Demographic: Cannabis Weekly. Bloomberg. 2021, April 12. https://www.bloomberg.com/news/articles/2021-04-12/weed-customers-are-everyone-s-dream-demographic-cannabis-weekly.

Hubbard, Kaia. Record High: More Americans Are Trying Marijuana, Gallup Poll Finds. U.S. News. 2021, August 17. https://www.usnews.com/news/national-news/articles/2021-08-17/record-high-more-americans-are-trying-marijuana-gallup-poll-finds.

Kary, Tiffany. Weed Customers Are Everyone’s Dream Demographic: Cannabis Weekly. Bloomberg. 2021, April 12. https://www.bloomberg.com/news/articles/2021-04-12/weed-customers-are-everyone-s-dream-demographic-cannabis-weekly.