5. Understand the consumer—know the generational cues
This means being mindful of the channels you deploy and the messaging you use. Boomers don’t like to be reminded of their age. Irony may work with Gen Xers, because of their cynical bent. Millennials, on the other hand, are all about authenticity, hence the move away from anything judged mass-produced to craft brands. When it comes to the support of legal cannabis, 62% of Americans are in favor, but that number jumps to 74% when you break out the Millennial demographic. When it comes to Gen-Z, they’ll be growing up in a world where cannabis is just as normal as social media is to Millennials.
NEXT: Authenticity and brand voice—be yourself