…r life for the better, or neighbors…r life for the better, or neighbors and colleagues mention their recreational cannabis consumption, it serves as a form of permission granting, reassuring consumers that it is appropriate for ‘people like them’ to consume cannabis. This word of mouth effect, eventually amplified with social media, will likely be the greatest demand driver for adoption.
… the cannabis industry just yet (even though they are all running studies and evaluating the market). This actually gives a little breathing room to start-ups. Lots of small firms are innovating with new products, services and experiences, establishing themselves state-by-state, and building out a loyal customer base. Innovation is thriving in the cannabis market partly as a result of the regulatory uncertainty.
One way to grant permission and to educate customers on new use occasions for cannabis is to create new rituals. Just as the diamond industry convinced us to spend 15% of our income on engagement rings; champagne makers taught us to celebrate with their product; and in Japan, KFC convinced the public to take home a family bucket of chicken on Christmas eve, the cannabis industry will benefit from deliberately creating and promoting new consumption rituals…