Cannabis is a growing market in North America. In the U.S., there are currently 18 states in which recreational marijuana is legal. In Canada, recreational marijuana is legal throughout the country. Consumer interest level in cannabis and cannabis-related products has grown since being legalized. According to the Morning Consult, 1 in 3 U.S. adults, and half of millennials, have tried a CBD product.
Consumers across North America are embracing the benefits of cannabis in its many forms including both CBD and THC products. According to the same Morning Consult study, the anxiety-inducing pandemic has led to an increase in consumer interest, and people are turning to cannabis products to treat pain, anxiety, improve sleep, inhibit arthritis symptoms, offset symptoms of depression and reduce PTSD.
The availability of cannabis is creating new interests and mindsets among U.S. and Canadian populations. Cannabis use can indicate a variety of tendencies including being health-conscious, interest in entertainment and an openness to new activities.
So how can marketers incorporate this trend into their campaigns? Reaching these new audiences can help brands to scale by introducing their products to a new group.
Marketers can now reach cannabis audiences through Datonics data, which offers segments relating to both cannabis use and location-based data.