Must Read | Decoration Andry Jeymsss/ Invision Frame / Shutterstock.com Must Read | Take Cannabusinesses Higher With Promo The multibillion-dollar cannabis market is booming. With promo, brands can burn even brighter in the cannabis space. By Audrey Sellers 4/20 MAY BE GETTING more love than ever before. For the first time in history, more Americans report using cannabis every day than sipping an alcoholic drink. More than 17 million people use cannabis daily, exceeding the 14.7 million people who say they drink that often, according to research from the National Survey on Drug Use and Health. While alcohol remains more widely used overall, daily cannabis use surpasses daily alcohol consumption. Nearly 9 in 10 Americans believe cannabis should be legal for medical or recreational purposes, the highest level ever recorded, according to data from Pew Research. As cannabis goes mainstream, with 24 states and Washington, D.C., legalizing recreational use, the cannabusiness market is blooming with opportunity. It covers everything from production to distribution to sales, including growers and dispensaries. Cannabis connoisseurs and the cannabis-curious can enjoy the benefits in all kinds of forms, too, from edibles and beverages to lip balms and lotions. Women, especially, are turning to cannabis for everything from relaxation and improved focus to better sleep and pain relief. For the first time since record-keeping began, women outpace men when it comes to cannabis use. Among women who use cannabis, 2 in 3 say those closest to them don’t know they use cannabis, including their parents, children and co-workers. Through promotional campaigns, cannabusinesses can work to remove the stigma surrounding cannabis use. Promo apparel that can be worn every day, like baseball caps or T-shirts, can normalize cannabis and show how it fits in with an active lifestyle. Keep in mind that cannabis isn’t the same as marijuana, although the terms are often used interchangeably. Cannabis is a plant, and marijuana is a product. Marijuana comes from parts of the cannabis plant that contain higher levels of THC, the chemical responsible for most of marijuana’s psychoactive effects. Cannabis, on the other hand, includes non-psychoactive varieties like hemp, which include low levels of THC. So, while marijuana is a type of cannabis, not all cannabis is marijuana. Millions of people use cannabis every day, and most Americans (54%) live in a state where recreational use is legal. Dispensaries and other businesses in the cannabis space have a unique opportunity to guide consumers toward responsible usage. Branded items like measuring spoons can help control a product’s potency, while promo like custom journals encourage mindful consumption. Cannabis users can use their journal to log the strain or dose they took and record how it helped with their specific needs, like relaxation or improved sleep. From edibles to cannabis-infused drinks, a sector projected to reach $28 billion by 2033, the market is expanding quickly. Globally, the industry is projected to reach $52 billion this year. In just eight years, it could soar to $290 billion. Read on for ideas on how cannabusinesses can use promo to build brand awareness and thoughtfully engage with consumers. 28 • APRIL 2025 • PPAI
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