On Brand: The hunt is on for “newbie” consumers

Simply Pure Dispensary

Who is the cannabis industry marketing to? 

I asked people throughout the industry: legacy growers, employees at multi-state operators, boutique sellers, public relations professionals, consumers, and more. Their answers varied: some focus on a specific types of consumers, like luxury shoppers, while others want to appeal to everyone. 

But almost all marketers are excited about one group: consumers who are new to cannabis. Growth is the primary driver of any industry and so the majority of Americans who have either never tried cannabis or haven’t used it for a long time are potentially . . .