MJardin Breaks Down CBD and THC For Weed-Curious Brands

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Young consumers want weed products, from CBD makeup to THC-infused beer. Here’s what brands should know about the cannabis craze and why they shouldn’t (puff, puff) pass on this opportunity…

Cannabis has caught the eyes of major brands as its potential cashflow reaches new highs. As we covered in our recent trend Cannabis Infusion, it’s not just indie upstarts like Milk Makeup and Recess looking to fog up their respective markets with marijuana-infused products: major alcohol brands Anheuser-Busch InBev, Constellation Brands, and Molson Coors are all striking up deals with marijuana companies, Coca-Cola made a major investment in beverage company Dirty Lemon, and Estée Lauder brought a calming face mask to Sephora. Even the Marlboro man is toking up, reports Bloomberg, with the cigarette company’s parent brand infusing $2.4 billion into the marijuanaconomy.

The Harvest Investor reports that the market is expected to reach $20.9 billion by 2021 and increasing legalization and decreasing regulation could open the floodgates. Canada has completely legalized recreational marijuana, while ten U.S. states and Washington, D.C. have now legalized marijuana for recreational use for adults over the age of 21, and 33 have legalized medical marijuana. And the recent passage of the 2018 Farm Bill just last month could change everything for brands. One hemp seed company’s CEO explains, “With this Farm Bill, people who were scared to get involved are now waving around millions of dollars…It really hasn’t changed anything about the infrastructure of the business, but people who [were] on the fence are now eager to get in.”

If young consumers have anything to say about it, the proliferation of both legal and illegal cannabinoids into the CPG market won’t be slowing down: our Cannabis Infusion trend…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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