Brands increase education around the cannabis industry
Implications - As more regions lift legal restraints on cannabis consumption, brands aim to offer "enlightenment" on this somewhat controversial topic. Offering meaningful exposure like winery-styled cannabis tours and creating cannabis-focused publications, consumers now have unlimited access to information on this emerging industry. By teaching consumers about the farming process, health benefits and business opportunities within this market, brands aim to de-stigmatize cannabis culture, and open the door for more transparent conversations with their consumers.
Workshop Question — How can you educate your consumers on less well-received aspects of its industry?