Marketing to Gen Z: The Next Wave of Consumers – Cannabis Dispensary


The Gen Z adult population is growing.

According to recent data from Statista, Gen Z—born between 1997 and 2010—made up about 20.4% of the U.S. population in 2020, falling shortly behind Millennials—born between 1981 and 1996—who made up roughly 21.9% of the population.

As the Gen Z population continues to rise, recent studies find that the generation may be an outlier amongst cannabis consumers, Cannabis Business Times previously reported.

RELATED: Understanding Gen Z’s Cannabis Trends

So, how can cannabis companies better engage the Gen Z customer base?

Here, Andreas Neumann, chief creative director at Jushi Holdings Inc., a multistate operator and owner of cannabis retail, cultivation and processing licenses based in Boca Raton, Fla., explains brands can attract the growing generation, which he describes as “our future consumers.”

Promote the Positive Impact of the Plant

A study released by the American Psychiatric Association in 2019 titled “Stress in America: Generation Z” found that Gen Z is more likely to report mental health concerns and receive treatment compared to other generations.

According to the study, only 45% of Gen Zers said that their mental health was “excellent or very good,” and 75% reported feeling stressed by issues in the national news. Other common stressors were work, money, economy or health-related concerns.

Perhaps smartphones and social media contribute to Gen Z’s high levels of anxiety and stress, which both make world news and information easily accessible.

“With social media, [Gen Z] is snowed in,” Neumann said. “There’s so much information out there, so much competition, and so much noise. And I think in the future we will see a lot more people with anxiety and other medical issues where cannabis can really help.”

Due to the rise in mental health issues amongst Gen Z, Neumann suggests companies educate the generation on how cannabis can positively impact people’s lives and assist with

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