Rounding out our final generation, Baby Boomers can be the hardest to appeal to when it comes to cannabis. This is due to growing up in an era where it was illegal and held many taboos.

However, many Boomers, aged 57 to 75 years old, are beginning to see cannabis as a holistic treatment instead of a stigmatized drug. Health and wellness benefits, like easing chronic pain and ailing conditions, are at the forefront of their increased use. 

As they’re less familiar with cannabis than younger generations, brands for Boomers will want to focus on building trust through their label and packaging. They can do this through clear messaging and clean designs.

What does Baby Boomer packaging look like?

Packaging for Boomers exhibits a look similar to medical products, with an abundance of white space for text and images to avoid confusion. Clean designs are less juvenile looking and more along the lines of what is found in a local pharmacy.

For example, Care By Design circulates the same colors for each of their products, with plain designs and product information printed directly next to the company’s logo. Many products host a pure white background with minimal embellishments for an overall clinical appearance. 

Some common preferences found in packaging include: 

• Pharmaceutical appearance
• White space and clean colors
• Health-and-wellness appeal

While smoking was very popular for the Boomer generation, many tend to avoid inhalables when it comes to cannabis. Jessica Gorman, founder of SeaWitch Medicinals in Rhode Island, explains. 

“Older consumers who are just trying cannabis for the first time definitely avoid smoking,” she says. This can be due to many reasons, from distrust to difficult use to health concerns with inhaling smoke. 

Gorman notes that low dosing appeals to older cannabis users as well. This may explain their reasons for purchasing items where the amount used can be easily controlled. She says, “Tinctures and drinks are very popular…with people over 50.” Topicals are another area of high demand as they are easy to apply and absorb directly into the skin.