Cannabis consumption among boomers is on the rise
Implications - As North America continues its moves to legalize cannabis, there has been an upswing of cannabis consumption by baby boomers – whether it's used for its medical benefits or its mild mind-altering effects. More than legalization allowing boomers to once again feel comfortable with the plant, the rise of its use among this cohort also indicates the prioritization of nostalgia and the recapturing of youth in retirement-age adults.
Workshop Question - How could your brand evoke nostalgia in its products, services or campaigns?
Trend Themes
1. Boomer-targeted Cannabis Products - The rise of cannabis consumption among boomers indicates the prioritization of nostalgia and recapturing of youth in retirement-age adults, leading to opportunities for boomer-friendly cannabis products.
2. Focus on Wellness in Cannabis - The cannabis industry has shifted focus towards wellness, creating opportunities for natural and low-dose products like full-spectrum CBD creams, hemp oil supplements, and medical cannabis pretzels.
3. Boomer-focused Cannabis Dispensaries - Boomer-focused cannabis dispensaries like The Apothecarium offer highly trained staff, discounts for older clientele, and educational classes on the benefits of cannabis, paving the way for a new approach to dispensary services.
Industry Implications
1. Cannabis Industry - The legalization of cannabis and the rise of consumption among boomers presents opportunities for the cannabis industry to create boomer-friendly and wellness-focused products, as well as dispensaries tailored to an older demographic.
2. Health and Wellness Industry - The focus on wellness in the cannabis industry, specifically in the creation of natural and low-dose products, presents opportunities for the health and wellness industry to explore new offerings that include cannabis and its benefits.
3. Design Industry - Collaborations like the one between Castor Design and Tokyo Smoke showcase the potential for the design industry to explore the aesthetic side of cannabis products and capitalize on packaging design.
