Cannabis to the Masses: Capturing a Casual Recreational Cannabis Market
The third MJ customer category is often overlooked by cannabis brands targeting the recreational market – the casual or occasional user. Despite irregularity in their usage, the casual recreational market represents the biggest opportunity for growth because it is such a large percentage of the overall population. Failing to recognize, and appeal to this group will eventually have a negative impact on many cannabusinesses.
The Persona
This is probably the most diverse group among the three B2C cannabis markets. Casual users are men and women; gen-y to baby boomers of all income brackets. They might be the white collar office worker looking to blow off some steam on the weekend, or the blue collar laborer wanting to decompress after a hard day. While it is important for brands to collect data on any of their target groups, it is essential to gaining a better understanding of how to segment...
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