A Study of Generational Attitudes & Perceptions About Cannabis Legalization and Usage

 

New product developments in the health, beauty and consumer packaged goods categories inspired researchers at Insights in Marketing to dig deeper to understand adult consumers’ attitudes about cannabis legalization, the perceived benefits of marijuana and cannabidiol (CBD) products, and shopping habits at traditional retail stores and licensed cannabis dispensaries.

IIM’s proprietary generational research illuminates the core values and beliefs shaping attitudes, perceptions and shopping behavior among four generations of adult consumers. From January 31 to February 14, 2020 we surveyed 1,400 consumers born between 1945 and 1999:

 

 

The survey revealed distinct differences and similarities across generations which enabled us to identify actionable insights to help brands and businesses:

  • Effectively communicate cannabis product uses and benefits to consumers
  • Appeal to consumers with new CBD-infused products in the Health & Beauty and Consumer Packaged Goods categories through traditional retail stores and dispensaries
  • Make dispensaries a safe and viable part of communities

 

 

Generations 2020

 

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