February 23, 2021 5 min read
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Gen Z and Millennials are typically a marketer’s worst nightmare, especially those working within the cannabis sector. Not only are these the hardest-to-reach generations, but they also love to hang out on social media platforms such as Instagram and TikTok, just two of many platforms that ban paid cannabis advertising. Yet, marketers cannot take Gen-Z and Millennials lightly since, combined, they account for 38% of legal cannabis consumers.
The good news is that grabbing the attention of these two demographic groups doesn’t have to be complicated. What makes marketing to Millennials and Gen Z seem so difficult is their updated perspectives on advertising. Today, a whopping 70% of consumers detest traditional advertising. They would rather learn about products through original content and influencers. This preference is particularly applicable to Gen-Zers, 44% of whom have made a purchasing decision based on an influencer.
These demographics also want to engage authentically with the brands they’re purchasing more than previous generations. Rather than engaging through commercials and billboards, they want to communicate with brands through social media platforms. Although these may seem like hurdles at first glance, marketers can use these characteristics to their advantage. There is abundant opportunity and growth available within these demographic groups considering that Millennials are now the largest living generation in America and Gen Z commands 40% of all consumer shopping. All marketers need is the right information to grab their portion of that wallet share.