Futures Feed

How can brands explore the unfolding potential of the cannabis industry?

Cultivating Cannabis

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.

This is just a taste of what the full Futures feed – Cultivating Cannabis – has to offer. If you would like to access the full report or find out more, please get in touch below:


Image credits (from the top to the bottom of the page): OTO, House of Wise and Cannaclusive

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