How Generations Feel When Brands Take a Stand

Infographic by: Leigh Kettle, Senior Research Manager, icanmakeitbetter

How Generations Feel When Brands Take a Stand

GENERATION NATION 2019: Defining America’s Gen Z, Millennials, Generation X and Boomers. This study provides a comparison of attitudes and behaviors across these four cohorts, to expand upon current intelligence and cut to the core of what it means to be an American in 2019. Aided by technology, media, politics, and more, we can see Generational values shifting at a faster pace than we’ve ever seen before.

One of the discussion areas centered around perceptions of whether brands should take a stand on social and political issues.

 

Emerging Thought Leadership from USCC Reveals Urgent Need for Consumer Research in the Cannabis Space

SoapBoxSample Announces the Launch of a New Cannabis Consumer Research Service

As competition heats up in the cannabis market, what factors will determine whether brands can survive “the green rush”?  One clear takeaway emerged from thought leaders at the US Cannabis Conference (USCC) in Phoenix last week – know your customers; they may not be who you think they are.

Business owners, investors and experts gathered at the USCC for an event focused on the new era of cannabis. SoapBoxSample led a session in partnership with Jupiter Research and ProGrowTech titled, “Will You Survive the Green Rush?” The session focused on how consumer research can help companies get the right message to the right audience at the right time. At the start of the session, Jacqueline Rosales, SoapBoxSample COO, took questions from the audience that were sent out to respondents in real time, providing attendees with immediate feedback from real consumers.

SoapBoxSample presented data collected from cannabis consumers – much of what they uncovered contrasted with current assumptions. One example was the startling statistic that while 1/3 of cannabis consumers are purchasing in dispensaries, only 12% trust dispensary employees as a source of information about new products. Companies that distribute their products in dispensaries left the event with a clear directive that opportunities to educate consumers are being left on the table.

To demonstrate their commitment to cannabis research and their passion for the cannabis industry, SoapBoxSample announced the launch of their new product — a bi-weekly survey of cannabis consumers built around the research needs of growing cannabis businesses. Clients will be able to tap into a custom-built resource, ask questions, and access insights – all at a low cost.

Kaila Strong, Dir. of Marketing for Jupiter Research, a vaporizer technology company, urged business leaders to take a more conscious approach in their marketing. “This type of research is useful for product testing, product development, allocation of budget and also our own internal understanding,” said Kaila. “The golden rule of marketing is that you don’t assume that you are your consumer.”

Andrew Myers, CEO of ProGrowTech, a company that builds high-end lighting solutions for large-scale grow operations emphasized the importance of research for his company as they move into direct-to-consumer sales and unveil new products for 2019.

Brands that are able to gather feedback from their customers in order to improve their products and marketing are the ones that will survive and emerge as leaders in the industry. “People are invested in this space because they believe in it, and they’re passionate about it,” said Jacqueline Rosales.

Read Another Cannabis News Release – Age, Gender Play a Role in Cannabis Consumer Habits

Cannabis Use and Buying Habits Influenced by Age/Gender, According to New Findings from SoapBoxSample

Generational Differences Play  a Role in the Cannabis Products Consumers are Choosing, and How They Describe Their Experience

New cannabis companies are launching everyday, and their success or failure will hinge on their ability to attract a loyal user base. SoapBoxSample conducted a comprehensive nation-wide survey of cannabis users, to find out whether demographic factors are influencing buying habits. It turns out that gender and age both play a role in users’ motivations and purchasing habits.

Women are more likely than men to use cannabis as an anxiety or stress reliever (60% of women reported using it for this purpose compared to 53% of men). More men reported using cannabis for enjoyment (49%) than women (35%). The biggest difference between the genders is among those who say they consume cannabis to socialize. While 31% of men say they are social users, only of 17% of women are.

Men have different motivations for using cannabis. According to SoapBoxSample’s study, they also have different considerations when it comes to choosing new products. Men are more concerned about the potency of products than women (57% of men say this is a consideration when choosing new products to try, compared to 50% of women). Quality of construction is another factor that men (30%) are more likely to consider than women (25%) when choosing a new cannabis product.

A whopping 91% of Milennials who responded to SoapBoxSample’s survey said they have used cannabis in the last 90 days. They are more likely than other age groups to say they use cannabis for social reasons. 26% of Millennials say they use cannabis to socialize. 19% of Gen Xers and 18% of Baby Boomers reported the same. The generation most likely to use cannabis simply for the enjoyment of it – Baby Boomers (44%).

When it comes to assessing new cannabis products they might like to try, every generation reports that price is their biggest concern. Every generation cited potency as their second greatest concern, with the notable exception of Millennials — who reported a greater concern over safety than potency.

SoapBoxSample was also interested in learning if there is a significant difference between age groups in the way they describe using cannabis. Overall, “weed” is the most popular slang term for cannabis. However, Baby Boomers are also partial to the term “pot,” 31% prefer this term, compared to 20% of Gen Xers. “Pot” did not even crack the top three for Millennials, who like to call cannabis “weed”(35%), “marijuana”(16%), and “bud”(10%).

The survey results presented in this press release are part of a larger study of cannabis users (N=1,003) and non-users (N=502), fielded between June 28, 2018 and July 2, 2018, with a margin of error of +/- 3%.

Read Another Cannabis News Release – In the Cannabis Market, Big Spenders Plan to be Bigger Spenders

In the Cannabis Market, Big Spenders Plan to Be Bigger Spenders

New research from SoapBoxSample reveals cannabis spending will increase even faster than expected, as new products attract big spenders in higher income brackets

 

Consumer spending on cannabis products is on the rise with no signs of slowing. A nation-wide poll conducted by SoapBoxSample uncovered that users intend to spend more on cannabis this year than last year, and even more next year. The study focused on a range of cannabis consumer types, their shopping habits and the motivations behind their purchasing decisions.

How do cannabis consumers currently get their supply? 52% buy their supply from a friend, 37% go to a dispensary and 18% shop online for cannabis. (This data includes people who shop in multiple outlets.) By narrowing in on the preferences of cannabis users with the spendiest habits, SoapBoxSample uncovered some trends unique to this group. Those who spent more than $101 dollars last month use cannabis products to relieve stress (65%), and also for enjoyment (50%), but not necessarily for social reasons (29%).

Not surprisingly, the biggest spenders are likely to buy in dispensaries, where they can browse through an array of different products. An unexpected finding is that 47% of users in this high-spending group rely on recommendations when deciding which dispensary to visit, compared to 32% of those in the lower-spending categories.

While big spenders are throwing down for premium products, they are also looking for deals. 44% of users in the high-spending group look for special offers for new users when choosing a dispensary to visit (compared with 31% of users who spend $51 – $100 per month, and 29% of users who spend $1 – $50).

The survey also revealed that the highest-spending group is looking forward to trying new products. Among respondents who have not tried them, edible baked goods or candies, topical ointments, vaporizers, and cannabis-enhanced beverages are a few of the products likely to be sampled in the next six months.

To predict trends in the cannabis maket, SoapBoxSample also looked at the preferences of users in high income brackets. Those with incomes of $100K+ are more likely to purchase cannabis products through a dispensary than those with lower incomes. Additionally, users who make over $100K per year are more likely to choose vaporizer or edible products that those who make between $50K and $99K.

As new dispensaries pop up, and competition tightens, consumer preferences will determine which locations will survive. SoapBoxSample revealed that when it comes to in-store cannabis buying, everyone wants a good price, but women are more concerned with the friendliness/helpfulness of dispensary employees (59% of females say they look for this quality when choosing a dispensary compared to 45% of males.) Another interesting finding — 20% of men say they look at advertising when choosing a dispensary, compared to 12% of females.

Every generation of dispensary shoppers say they look for price, location, and friendly employees. Baby Boomers are more likely than Gen Xers or Millennials to state that they look for friendly employees when finding a dispensary. Baby Boomers and Gen Xers are more interested in the dispensary location than Millennials.

The survey results presented in this press release are part of a larger study of cannabis users (N=1,003) and non-users (N=502), fielded between June 28, 2018 and July 2, 2018, with a margin of error of +/- 3%.

To learn more about SoapBoxSample’s cannabis research, visit SoapBoxSample.com/cannabis