Whilst cannabis has been used, recreationally or medicinally, for thousands of years, the commercial cannabis industry, as we know it today, is now around 5 years old and is continuing to grow exponentially as a mainstream lifestyle leader. But, as global legislation continues to evolve, we are now at a critical intersection in its progression and this is where brands can influence messaging, perception and understanding to create a stand-out and more cohesive future for the cannabis industry.
In this latest Futures Feed – Cultivating Cannabis – we look at the unfolding potential of the cannabis industry, across all sectors of our society, and the opportunity for brands, organisations and retailers to create a new world of cannabis culture that is more educational, accessible and beneficial for all.
Three key themes to create a positive future of cannabis culture:
Three key themes of Change
1. Communicating Benefit
Communicating quality and efficacy in a vast category where benefit remains varied and ambiguous.
2. Improving accessibility
Challenging the category to prioritise accessibility and inclusivity over premiumisation.
3. Optimising presence
Creating better stand-out as a significant part of people’s daily lives when advertising and retail space is limited and still under the radar.
