2021 could be the “golden age” of cannabis marketing for brands. According to research from Leafly, Americans spent nearly $18 billion on legal weed in 2020—a 67% jump from the year before, while sales “more than doubled” year-over-year in nine states. YPulse data also saw marijuana and CBD use jump among young consumers during COVID. The cannabis industry’s success during the pandemic has leaders and experts predicting that a “golden age” of weed marketing will take over this year. Many companies will be touting their products to already loyal fans, while messaging will transform from “old-school pot flower and psychedelic colors” imagery to more “sophisticated” packaging and branding. And while social media might be a “tougher nut to crack,” digital and programmatic will play an “increasingly central role.” (Adweek)
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