# Charitable Cannabis Cannabis companies differentiate from competitors on the basis of social good. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Jan 10, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/charitable-cannabis ## Key Figures - Trend score: 4.9/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 28, 2015 to Apr 10, 2019 - Published: Jan 10, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Charitable Cannabis trend ### Socially Responsible Cannabis Brands Cannabis companies are differentiating themselves from competitors by aligning their products and business models around social or ecological good. ### Brand Purpose Millennial and Gen Z consumers tend to buy from brands that align with their personal values. ### CBD for a Cause Brands are using CBD products to take a stance on social justice issues and to raise awareness for various causes. ## What the Charitable Cannabis trend means for industry ### For 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 for Charitable Cannabis Trend score 4.9 out of 10, from popularity 74%, activity 64%, freshness 8%. - Popularity: 74% - Activity: 64% - Freshness: 8% ## Examples of the Charitable Cannabis trend 5 featured examples from Feb 28, 2015 to Apr 10, 2019. - [Organic Marijuana Services](https://www.trendhunter.com/trends/organic-marijuana): Flow Kana Offers Farm-to-Table Weed That is Connoisseur Grade (Category: Eco) Implication: Disruptive innovation opportunity: Develop technology and methods to optimize organic marijuana farming and increase yield. - [Cannabis-Forward Clothing Lines](https://www.trendhunter.com/trends/campaign-support): DOJA and Juliet Advocate for Canadians with Campaign Support (Category: Social Good) Implication: 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. - [Injustice-Fighting CBD Gummies](https://www.trendhunter.com/trends/cbd-gummies): Not Pot's Vegan CBD Gummies Combat Wrongful Criminal Convictions (Category: Lifestyle) Implication: The wellness industry can leverage the increasing interest in CBD products to create innovative solutions for improving physical and mental well-being. - [Sustainable Canadian Cannabis Brands](https://www.trendhunter.com/trends/canaca): High Park Company's CANACA Will Be Available on October 17th (Category: Eco) Implication: The cannabis industry has the potential to disrupt traditional industries and create new markets for cannabis products. - [Awareness-Raising CBD Gummies](https://www.trendhunter.com/trends/reassure-cbd-gummies): Relive Everyday's RE-Assure CBD Gummies Support Autism Awareness (Category: Social Good) Implication: Cannabis companies can align their products with social causes to stand out in the market and attract socially-conscious consumers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)