Category
Lifestyle
Assisted Choices
Trend cluster
Category
Charitable
Cannabis
Cannabis companies differentiate from competitors on the basis of social good.
4.9
Trend score
Trend
What is the Charitable Cannabis trend?
Charitable Cannabis: In a competitive and rapidly growing market, emerging cannabis brands are angling their products and business models around social or ecological good. These brands are helping to lessen the stigma associated with the product and speaking to issues that many care about today.
Insight
The consumer insight behind the Charitable Cannabis trend
Millennial and Gen Z consumers tend to shop not just based on preference and lifestyle habits, but with an understanding of brand purpose as well. These generations tend to buy from brands that align with their personal values, and everything from charitable causes to brands that support certain social causes are appealing to these demographics.
Trend themes
Themes within the Charitable Cannabis trend
Three behaviours holding the trend together01
Socially Responsible Cannabis Brands
Cannabis companies are differentiating themselves from competitors by aligning their products and business models around social or ecological good.
02
Brand Purpose
Millennial and Gen Z consumers tend to buy from brands that align with their personal values.
03
CBD for a Cause
Brands are using CBD products to take a stance on social justice issues and to raise awareness for various causes.
Industry implications
What the Charitable Cannabis trend means for industry
Where the trend changes the playbookFor
Cannabis
As the industry grows, there is increasing demand for cannabis products that are socially and ecologically responsible.
For
Consumer Goods
Consumer goods companies must strive to align their brand messaging with their customers' values and prioritize social good initiatives.
For
Pharmaceuticals and Healthcare
Brands in the pharmaceutical and healthcare industries can also differentiate themselves by incorporating social justice initiatives into their brand messaging and company culture.
Workshop question
What causes do your consumers care most about? How could you position your brand as an authentic supporter of those causes?
Trend signals
Trend signals for Charitable Cannabis
Trend score 4.9 out of 10, from popularity 74%, activity 64%, freshness 8%.
Popularity74%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Charitable Cannabis trend
5 featured examples from Feb 28, 2015 to Apr 10, 2019CategoryEco
Organic Marijuana Services
Flow Kana Offers Farm-to-Table Weed That is Connoisseur Grade
Disruptive innovation opportunity: Develop technology and methods to optimize organic marijuana farming and increase yield.
CategorySocial Good
Cannabis-Forward Clothing Lines
DOJA and Juliet Advocate for Canadians with Campaign Support
The 'Pardon' cannabis-forward clothing line presents an opportunity for fashion and apparel companies to support social justice initiatives through the design and sale of clothing.
CategoryLifestyle
Injustice-Fighting CBD Gummies
Not Pot's Vegan CBD Gummies Combat Wrongful Criminal Convictions
The wellness industry can leverage the increasing interest in CBD products to create innovative solutions for improving physical and mental well-being.
CategoryEco
Sustainable Canadian Cannabis Brands
High Park Company's CANACA Will Be Available on October 17th
The cannabis industry has the potential to disrupt traditional industries and create new markets for cannabis products.
CategorySocial Good
Awareness-Raising CBD Gummies
Relive Everyday's RE-Assure CBD Gummies Support Autism Awareness
Cannabis companies can align their products with social causes to stand out in the market and attract socially-conscious consumers.
