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Released: 2017 Cannabis Branding Consumer Study


Nearly three years ago we launched our first study. Colorado had a legal Adult-Use market operational for less than 6 months. Our home state of Washington had barely begun legal sales. It seems like such a long time ago now but in the short period since then much has happened.

The Green Rush is well underway and in our view the tipping point has been reached. Regardless of the current administration’s position, it is merely a matter of time before cannabis is legal federally. We’re not putting bets on a year but it is coming. For years Medical Marijuana has established itself in progressive communities across multiple states.

Fast forward to 2017 and there are more states with some form of legal cannabis, mostly of the medical variety, than there are not. In fact the legalization of Adult-Use cannabis owes much, if not everything, to the grey medical market that paved the way for decades. Though the current patchwork of laws is far from perfect, progress can be ugly at times.

So What Now?

For Canna Ventures (Editor's Note: we rebranded to The Matters Group in 2020) the motivation is to share cumulative decades of branding and marketing knowledge with business pioneers so that the industry can establish best practices for long term growth. Essential elements in a healthy business ecosystem are frameworks for acceptable practices. These result in strategies and tactics that lead to wide consumer choices of respected brands.

This report shares insights we’ve uncovered through proprietary research into the interest and motivations of consumers by understanding their worldview. For it’s when we understand what motivates emotional connections that we can deliver experiences that genuinely meet consumer needs.

Lastly, a huge “Thank You” to those who risked their freedom, property, even their lives in the face of unjust public policies. Their efforts and sacrifices have made this industry possible. A free summary is available via download. Click here to explore more of our cutting edge research.

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