CBD-based products take on branding similar to vitamins and supplements
Trend - Products that include the cannabis compound CBD are now being packaged and marketed in forms similar to those of the contemporary vitamin and supplement industry. This shift in representation positions cannabis as a healthy substance rather than just a recreational one.
Insight - Now that the cannabis industry is growing in North America, consumers are accustomed to a number of adaptations in cannabis formulas and presentation. For those who are new to the substance, finding cannabis products that they trust is crucial. Medicinal branding and highlighting is able to build and establish that trust.
Insight - Now that the cannabis industry is growing in North America, consumers are accustomed to a number of adaptations in cannabis formulas and presentation. For those who are new to the substance, finding cannabis products that they trust is crucial. Medicinal branding and highlighting is able to build and establish that trust.
Workshop Question - Which adjacent industry or business could your brand look to for inspiration on branding and/or marketing?
Trend Themes
-
CBD Supplemental Products — The use of CBD in products that resemble supplements seeks to brand cannabis as a healthy substance.
-
Ethical Marketing — Marketing ethical and transparent brands capable of building and establishing trust in the nascent legalized cannabis industry.
-
Social Justice — Combating injustices in and out of the cannabis industry by supporting brands that recognize the need to promote social and criminal justice as an imperative component of their brand proposition.
Industry Implications
-
Wellness — The wellness industry seeks products that offer health benefits like CBD in the form of consumables and supplements.
-
Retail — The retail industry recognizes the trend in formulating and packaging cannabis-based products similar to supplements and vitamins.
-
CBD Industry — The CBD industry seeks to differentiate their products and create trust through transparent, ethical, and socially conscious brand marketing.
