In this guide for reaching Gen Z consumers in the cannabis space, we’re going to delve into:

• Exactly who “Gen Z” is and why it matters for cannabis business owners
• Specific strategies for effectively marketing to this emerging generation of potential customers
• How to stay within legal regulations when creating content geared towards Gen Z

In the American cannabis industry, the Millennial and Gen-Z generations account for close to 40% of the market (HQ Cannabis Brand Affinity Report). If that statistic alone doesn’t convince you that you need to understand these demographics – and you need to do it now – we don’t know what will.

By learning as much as you can about Gen Z and how to market to them, you can make sure that you’re well-equipped to tap into a massive base of potential customers for your brand. 

Who is Gen Z in the Cannabis Community?

Gen Z includes anyone born between 1997 and 2012, though some people say that the timeframe technically extends through 2015. But instead of getting tangled up in the details, here’s what you really need to know: it’s a generation that includes plenty of people in their early 20s. 

For the cannabis community, that means that an entire generation of new consumers is arriving. As more and more members of Gen Z pass their 21st birthdays, the cannabis industry can expect to see a huge influx of potential customers – customers who have a completely unique frame of reference for everything from their personal tastes and perspectives on legal cannabis to their pop culture knowledge and online habits. 

According to a recent Cannabis Business Times article that explores what this incoming customer base means for dispensary marketing and cannabis business owners, Gen Z has a staggering spending power of more than $140 billion. No matter what industry you’re in, money talks – and if you want to build a successful business, you listen.

We’ve put together a collection of our top cannabis marketing tips for connecting with Gen Z, giving you strategies that you can actually put into practice now. These 10 tips give you a solid start, so you can hit the ground running and begin to build an effective plan for going forward.

And when you’re ready to see your business truly thrive, you can connect with the Marijuana Marketing Xperts to build your brand and succeed in the marijuana industry.

Think About What You Want Your Cannabis Brand to Stand For

Before we start listing off cannabis marketing tips, we’re going to give you our biggest and best piece of advice first: make sure that you’re always paying close attention to your brand and how it links to the core needs and wants of Gen Z. 

Anytime you zero in on a target audience, your branding should closely align with what they are looking for. Of course, this is going to vary among different facts of your larger audience. This means that you’ll need to remain conscious of the ways in which your brand is maintaining an identity that meets all their expectations.

Sound tricky? It can be, which is why so many marijuana businesses opt for professional branding services in order to get it right. If you’re feeling unsure about how to tackle your branding, our team is always here to help – all you need to do is reach out.

When it comes to branding that suits Gen Z, here are a few things to keep in mind:

• By the time even the oldest Gen Z-ers were born, California had already legalized medical marijuana. They’ve grown up in a world where adult-use legalization is much more mainstream, so many of the old-school stigmas simply aren’t an issue.
• Crafting a distinct retail experience is vital because this group of customers prefers a personalized environment where they feel empowered to pursue their own path. 
• Younger consumers are more likely to choose socially conscious brands that demonstrate a commitment to serving a larger purpose in the world, with actions speaking far louder than words. They also like brands that build a sense of community, which is a particularly valuable detail for developing your company’s social media presence. 

You shouldn’t feel like you need to completely reinvent your brand just to attract Gen Z customers. Instead, simply being aware of the wants and needs of this customer base can help you manage your cannabis business or dispensary marketing more effectively.

Now, let’s jump into our go-to cannabis marketing tips to help you take aim at Gen Z.

1. Make social media marketing a top priority.

A staggering 97% of Gen Z looks to social media for product suggestions and reviews, and they are incredibly active on social media in general. Platforms like Facebook, Instagram, TikTok, and others offer the perfect place to connect with target customers, forge authentic connections, and implement smart marketing strategies.

MMX can assist you with both organic and paid social media marketing so that you can establish a solid social presence that will benefit your business. 

2. Don’t forget to consider event marketing.

Event marketing might be one of the longest-standing forms of advertising, but it hasn’t lost its efficacy. Because Gen Z appreciates brands that cultivate a sense of community, it makes sense that investing in marijuana marketing at events would be a wise move.

Look to a wide range of event opportunities that allow you to get out there and interact with potential customers so that you can build real relationships. Of course, the best way to get the word out about upcoming events is social media – which you probably already knew.

3. Create informative content that educates and engages users.

High-quality content is a strategic strength that can support your marketing efforts with any generation, not just Gen Z.. Still, this generation features especially savvy online content consumers, so they have a keen eye for useful, interesting content – and they know how to pick out anything that doesn’t meet their standards.

Every piece of digital content you create should be tailored to your target audience, serving as an authentic representation of your brand while also offering useful knowledge. By aiming to educate users, you can show that your brand is an expert in the industry, which works wonders for solidifying consumer trust.

4. Leverage the power of online influencers. 

Older generations might be baffled at the monumental power of online influencers, but they have a tremendous impact on the purchasing decisions of Gen Z. Partnering with a respected online influencer is like getting a celebrity endorsement for your brand, and it carries an impressive amount of weight with younger consumers. 

It’s important that you work with influencers that have audiences that overlap with your target customers – otherwise, what’s the point? 

5. Stay on top of reputation management.

Online, word spreads like wildfire – and Gen Z has an impressive talent for staying on top of it all. You don’t want your business to fall victim to a bad brand reputation because you can be sure that this generation will hear all about it. Even just one unprofessional interaction with a social media follower can go viral and completely demolish a brand, so take your online presence very seriously.

Reputation management can be time-consuming, which is why most business owners don’t do it themselves. Instead, they partner with an agency like MMX to handle it for them.

6. Tap into video marketing.

An April 2020 article from USA Today lists Instagram, Snapchat, and TikTok as the social media platforms that are continuing to become even more popular with Gen Z, noting that the short-form video format likely has a lot to do with it. Producing videos for marketing cannabis can seem intimidating, but you can do it with our video production team on your side. 

7. Utilize search engine optimization to make sure your brand can be found.

Gen Z knows how to find all the answers to their questions within seconds because search engines like Google have been around for their entire existence. Search engine optimization (SEO) is the strategy that makes it possible for your site and content to appear near the top of search engine results when someone asks a relevant question – for example, “Where to buy the best cannabis edibles.” 

MMX has cannabis SEO strategists that will optimize your content – from your blogs and social media posts to your product pages – for SEO. 

8. Revamp your website to a fully responsive design.

If you’ve ever tried to visit a website that isn’t optimized for mobile use, you know how incredibly frustrating it can be. The odds are good that you wouldn’t spend more than a few seconds on a site that wasn’t mobile-friendly.

Nearly 60% of all web traffic is from mobile devices, a percentage that you can bet is even higher among Gen Z. The MMX website designers can give your site this critical improvement while serving up a fresh look and better functionality at the same time.

9. Think about doing cross-promotion with other vendors or brands.

Taking advantage of cross-promotional opportunities is a great way to build brand awareness among Gen Z consumers. For example, a new cannabis brand might reach out to a popular local dispensary to see if they would be interested in hosting an exclusive product launch. The cannabis brand benefits from having its product promoted by an established dispensary, while the dispensary receives a boost in traffic – it’s a win-win.

10. Give your brand a distinct identity.

This generation, more than any other, gravitates towards brands that distinguish themselves as ones to watch. Whether that looks like witty banter on Twitter, funny TikTok videos that go viral, or even just a genuinely fun brand personality, you can set your business apart and build a loyal community of fans.

MMX does extensive work with creative direction for brands, so if you need some help figuring out what you want your brand to be, we’re the team to turn to.

Cannabis Compliance: What You Need to Know

Regardless of what specific audience you’re marketing to, you’ll need to carefully stay on the right side of cannabis regulations. Here are a few basics tips to help you steer clear of trouble:

• Take the time to research the specific regulations of any and all states in which you do business. Laws vary from state to state, and the restrictions on cannabis ads can be far stricter in certain areas. For example, many legal states allow billboard ads for marijuana; but all forms of cannabis ads are completely banned in Maryland.
• Get creative with how you connect with customers, so you can find ways to market successfully without defying local laws. For example, you can still use social media as a marketing tactic, and you simply have to be very precise in your content creation to avoid any major no-nos. 
• When in doubt, contact a professional for help. Non-compliance, even if it’s accidental, can put your business in harm’s way. Significant fines are just one of the consequences you could face, so it’s just not worth it to take the risk. Unfortunately, even reasonably well-established legal cannabis markets experience constant changes to the laws and rules for cannabis advertising. That’s where working with a professional cannabis marketing team comes in especially useful.

When you can put your compliance in the hands of industry experts that literally dedicate their days to staying on top of regulatory changes, you can have peace of mind. All you have to do is look at the name of our online advertising agency – Marijuana Marketing Xperts – and you can see that there’s no better choice for managing your marketing strategy and compliance. 

Strengthen Digital Strategy for Cannabusiness and Dispensary Marketing

There’s no doubt that navigating marketing in the cannabis industry can come with its fair share of challenges, even for the experienced entrepreneur. And while getting new cannabis marketing tips is always helpful, what you really need is a specialized team of professionals to help you get ahead.

Leverage a broad range of online marketing strategies and nurture sustainable growth for your business when you invest in digital advertising services from our creative and talented team. For more information about how we can help your business flourish, connect with Marijuana Marketing Xperts today!

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