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