Headquarters (HQ) has some answers.
According to the HQ Cannabis Brand Affinity Report, hip-hop, R&B, fashion, social media influencers and gaming are among the top interests young lifestyle cannabis consumers share.
The study was issued in collaboration with The Statement Group (SG), a quantitative and qualitative brand strategy consulting firm. It breaks down the top passions and common values shared by Gen Z and Millennial cannabis consumers in 2020.
Why It Matters
“The Gen Z and Millennial cannabis consumer segment is rapidly growing and currently makes up 38% of the marketplace in fully legal states, but they are often tough-to-reach by traditional means,” Headquarters CEO Daniel Abrahami told Benzinga. “Our goal is to give brands a competitive advantage by providing specialized data. In today s marketplace, these insights are a key for cannabis entrepreneurs to build authentic and community-driven initiatives.”