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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies