Artist-curated print publications that celebrate cannabis culture are on the rise
Trend - With cannabis becoming destigmatized across North America, Millennial artists are creating niche lifestyle publications on the topic, while also exploring various social issues and providing education.
Insight - The Age of Information and social media have made Millennials and Gen Z in North America more socially aware and hyper-connected, creating in many a desire for authenticity. As a result, these demographics remain skeptical about big brand dominance and rebel against it by opting-in for independent alternatives, which allows them to feel as part of an authentic and empowering community.
Insight - The Age of Information and social media have made Millennials and Gen Z in North America more socially aware and hyper-connected, creating in many a desire for authenticity. As a result, these demographics remain skeptical about big brand dominance and rebel against it by opting-in for independent alternatives, which allows them to feel as part of an authentic and empowering community.
Workshop Question - How can your brand empower and inspire independent creative communities?
Trend Themes
1. Cannabis and Authenticity - The push for authenticity among Millennial and Gen Z consumers has led to a rise in independent publications that explore cannabis culture and social issues.
2. Women Empowerment and Cannabis - The legalization of cannabis has paved the way for women-focused platforms that seek to empower and educate individuals about the plant, offering affordable alternatives to traditional therapy, spas, and more.
3. Cannabis and Culinary Arts - The emergence of gourmet cannabis-themed publications is elevating the ingredient's role in cooking and health and wellness spheres, creating new opportunities for innovation in the culinary industry.
Industry Implications
1. Independent Publishing - As consumers become increasingly skeptical of big brand dominance, the rise of independent publications like cannabis-themed zines presents opportunities for authentic engagement with niche communities.
2. Women-focused Lifestyle and Wellness - Cannabis is becoming destigmatized and accessible, allowing for the emergence of women-focused platforms that empower and educate around the plant, positioning the industry to grow in the health and wellness industries.
3. Culinary Arts and Gourmet Trends - Gourmet cannabis publications are catering to audiences who are comfortable incorporating cannabis into their daily wellness routine, expanding the possibilities for new cannabis-infused products and dishes across the culinary industry.
