Cannabis brands target Gen Z consumers and audiences
Trend - In North America, Gen Z consumes less alcohol and has been shown to prefer cannabis over alcohol. In order to better appeal to Gen Z's preferences, cannabis brands are offering products and experiences that cater to their interests--including virtual spaces, alcohol-free beverages and bars.
Insight - The COVID-19 pandemic resulted in social isolation for Gen Z at an age that, for many of this generation's predecessors, is generally spent in school and/or among peers. Lockdowns brought even more of this generation to social media, forming a bond with the virtual space and alternative methods of social engagement. Gen Z's evolving approach to relationships has turned the demographic away from drinking alcohol, and towards relaxation or wellness-focused socialization.
Insight - The COVID-19 pandemic resulted in social isolation for Gen Z at an age that, for many of this generation's predecessors, is generally spent in school and/or among peers. Lockdowns brought even more of this generation to social media, forming a bond with the virtual space and alternative methods of social engagement. Gen Z's evolving approach to relationships has turned the demographic away from drinking alcohol, and towards relaxation or wellness-focused socialization.
Workshop Question - How could your brand better adapt to Gen Z's cultural impact?
Trend Themes
1. Gen Z Prefer Cannabis Over Alcohol - Cannabis brands are targeting Gen Z consumers by offering products and experiences that cater to their interests, such as virtual spaces and alcohol-free beverages and bars.
2. Metaverse Integration - The integration of cannabis brands into the metaverse presents disruptive innovation opportunities for the cannabis industry, allowing for the virtual purchase of THC products and the exploration of virtual cannabis labs.
3. Cannabis Speakeasies - The emergence of secret cannabis speakeasies provides a unique and immersive experience for adults, offering a new way to consume cannabis while participating in various activities and events.
Industry Implications
1. Cannabis Industry - The cannabis industry can reference the trend of targeting Gen Z consumers and creating virtual experiences to engage with this demographic effectively.
2. Metaverse Industry - Business professionals in the metaverse industry can explore the opportunities brought by the integration of cannabis brands into virtual spaces, such as the ability to purchase THC products in the metaverse or explore cannabis testing facilities.
3. Hospitality Industry - The hospitality industry can learn from the concept of cannabis speakeasies, offering unique and immersive experiences to attract adult customers and create memorable moments.
