Marijuana Business Magazine February 2019

Marijuana Business Magazine | February 2019 72 Finally, stay away from slang, intimidating jargon or insider concepts—in cannabis, that includes complicated strain names, West said. SILENT GENERATION What matters to them: The silent generation is more traditional and conservative than other generations, DiBlasi, Underwood and West said. Dedication, sacrifice and patriotism matter to them, and they also have a respect for authority, they noted. They’re more hesitant to accept social change, including the widespread acceptance of cannabis consumption, West noted. But they’re eager to try new things, Underwood said. They’re cost-conscious, West said—but also more free-spending than any other generation their age that’s come before, Underwood said. How to reach them: They’re the most active consumers of mainstream media, and they’re the most likely to read and respond to print advertisements, Underwood and West said. About 59% of the silent generation is active online, mostly on Facebook, DiBlasi said. They also rely on referrals from family members and trusted professionals, including physicians and nurses, West noted. Messages and strategies that resonate: The silent generation tunes into marketing messages that celebrate traditional family values, their work ethic, their love of automobiles and their fond memories of trading stamps or loyalty stamps, Underwood said. You have to earn their trust and make your value offer clear, DiBlasi said. Military messaging or call-to-duty messages also resonate with the silent generation’s patriotism. Budweiser, for example, had an “Our Heroes” campaign to feature its military scholarships. And Verizon had a military appreciation campaign that said, “There’s no place like home. We will help you get there.” In terms of cannabis, product development, marketing and packaging should all be designed to resemble products this generation is already comfortable with—think pharmaceutical products, including capsules, tablets and topicals, including creams and ointments, West said. And some that don’t: Marketing or advertising that promote counter-control or rebelliousness don’t resonate with the silent generation, West said. References to protests, drugs— including the legalization of recreational marijuana—and promiscuity won’t resonate with this generation. Budweiser's Freedom Reserve Red Lager was part of a campaign that celebrated veterans and military families. Patriotic messages such as Budweiser's resonate with the silent generation. Courtesy Photo Generation Less Than $10 $10-$20 $20-$30 $30-$40 $40-$50 $50+ Millennials 26% 29% 17% 14% 7% 7% Generation X 21% 28% 18% 14% 10% 9% Baby boomers 17% 27% 19% 15% 11% 11% Silent generation 13% 28% 22% 14% 11% 12% Percentage of total units purchased per generation Source: Headset GENERATION G A P