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Cultivating Cannabis

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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.

What is the opportunity in this space?

– Brands need to focus on delivering high-grade, efficacious health and lifestyle products and communication and purpose that is bold, clear and desirable.

– Brands should take responsibility for promoting better acceptance and knowledge and by pioneering fair representation and inclusivity within the industry.

– Brands can reach new audiences by adopting fresh creative thinking and challenger design communication to positively influence brand engagement and the advancement of the category.

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