Marijuana Business Magazine February 2019

Marijuana Business Magazine | February 2019 70 Culkin for its Google Assistant smart home device. That resonated with Gen Xers because it played to their sense of nostalgia, DiBlasi noted. Secret, the women’s deodorant brand, had a television commercial that featured a woman changing a man’s flat tire, with the tagline: “Secret. Strong enough for a woman.” That resonated with female Gen Xers, Underwood said, because it appealed to women’s strength and individuality. Likewise, a commer- cial for the Hummer sport utility vehicle encouraged men to “restore (their) manhood,” he added. Consider fact-based messages on the wellness and therapeutic uses for canna- bis, and an emphasis on discretion and ease of use, West said. As Gen Xers age, cannabis as a replacement for alcohol, over- the-counter pain medication and prescription pain medication is an effective message, too, she added. And some that don’t: Nissan produced a web ad that showed happy young adults dancing to cheerful, upbeat music in the street and piling into a Cube model car; it might have resonated with millennials but not with Gen Xers, Underwood said. Lacoste’s “Save Our Species” campaign celebrated social causes, but it didn’t resonate with Gen Xers because the causes didn’t directly affect them or their families, DiBlasi said. As for cannabis brands, West said, fewer Gen Xers are interested in “getting high” as a recreational activity. They’re also less interested in products that boast high potency. Brands that focus on those concepts are less appealing, she noted. BABY BOOMERS What matters to them: Baby boomers have a “forever young” attitude, and being empowered and engaged are important to them, Underwood said. They’re also outgoing, joyful and assertive, he said. They have a strong work ethic, they’re optimistic, and they’re brand loyal when trust is built, DiBlasi said. When it comes to marketing, boomers want research backed by trustworthy sources—think physicians, nurses or wellness practitioners, West said. They do not want to be reminded of their age, and they naturally associate cannabis with a looser attitude toward marijuana that existed in the 1960s, West added. How to reach them: Baby boomers are purposeful and goal-oriented internet users who research extensively before buying products, DiBlasi said. Search engine optimization is important for brands because baby boomers spend Product Millennials Generation X Baby boomers Silent generation Beverage 1% 1% 1% 1% Capsules 1% 1% 2% 3% Concentrates 14% 9% 6% 4% Edible 8% 10% 12% 16% Flower 45% 45% 48% 39% Pre-Roll 9% 7% 6% 6% Tincture & Sublingual 1% 3% 4% 9% Topical 1% 1% 2% 5% Vapor Pens 21% 23% 20% 17% Percentage of total sales across each product category by generation Source: Headset Natalie Cupps DiBlasi Courtesy Photo GENERATION G A P