Category
Lifestyle
Assisted Choices
Trend cluster
Category
Empowered
Cannabis
People of color carve their own spaces in the North American cannabis industry.
3.2
Trend score
Trend
What is the Empowered Cannabis trend?
Empowered Cannabis: The decriminalization and legalization of cannabis that continues across North America has not yet entirely resolved the exclusion and disproportionate penalties applied to people of color within this space. In reaction to this, people of color are creating their own brands and carving out their own spaces within the cannabis industry, empowering one another and supporting inclusion and education.
Trend themes
Themes within the Empowered Cannabis trend
Three behaviours holding the trend together01
Empowering Cannabis-Centric platforms
The rise of women-of-color collectives and other safe spaces within the cannabis industry reflect a trend towards empowering cannabis-centric platforms that highlight education and inclusion for all individuals.
02
Inclusive Cannabis Lifestyle Brands
Luxury cannabis lifestyle brands like Oracle Infused are tapping into the wellness and self-care trends by offering cannabidiol-infused products and experiences to provide natural pain relief and promote relaxation.
03
Social Justice Cannabis Companies
Companies like Cannaclusive and C.E. Hutton are leading the charge in promoting social justice within the cannabis industry by providing business development services and promoting inclusivity and diversity.
Industry implications
What the Empowered Cannabis trend means for industry
Where the trend changes the playbookFor
Wellness and Self-Care
Cannabis-infused products, from salves to tinctures, are creating new opportunities within the wellness and self-care industries.
For
Small Business and Entrepreneurship
The legalization of cannabis is creating new opportunities within small business and entrepreneurship that are being exploited by minority and women-owned businesses.
For
Social Justice and Advocacy
The rise of minority-focused companies and the push for inclusivity within the cannabis industry highlights the need for social justice and advocacy groups within this industry.
Workshop question
How could your brand prioritize inclusivity and empowerment?
Trend signals
Trend signals for Empowered Cannabis
Trend score 3.2 out of 10, from popularity 42%, activity 46%, freshness 8%.
Popularity42%
Activity46%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Empowered Cannabis trend
5 featured examples from Oct 2 to Oct 13, 2018CategoryLifestyle
Inclusive Cannabis Lifestyle Brands
Oracle Infused Grants Access to Cannabinoid Personal Care
Disruptive innovation opportunity: Incorporate cannabis into luxury goods markets, offering high-quality and premium cannabis-infused products.
CategoryPop Culture
Empowering Cannabis-Centric Platforms
Women.Weed.Wifi is a Celebratory Women-of-Color Collective
Innovative platforms and collectives that empower women in the cannabis industry and educate consumers about cannabis are disrupting the traditional cannabis market.
CategoryBusiness
Social Justice Cannabis Companies
Cannaclusive Works to Support POC in the Cannabis Industry
Cannabis companies can strive to be more socially conscious, inclusive, and engaging to better reach minority markets and support social justice initiatives.
CategoryBusiness
Educational Cannabis Stores
Mary and Main Offers Classes to Break into the Marijuana Industry
Dispensaries can benefit from incorporating educational programs to attract and retain customers.
CategoryBusiness
Minority-Protecting Cannabis Companies
C.E. Hutton Helps Out Minority Cannabis Company Owners
As the cannabis industry continues to expand, there is a growing need for companies that offer legal and business advice to cannabis startups and minority-led companies.
