2026 Cannabis Marketing Playbook: Consumer Shifts You Can’t Ignore

Let’s be honest:
*If you haven’t rebuilt your 2026 marketing plan from scratch, it’s already
out of date.*

The cannabis consumer has changed dramatically — even compared to last
year. They’re shopping like they buy skincare, not flower. They expect
personalized recommendations, trust founder-led brands, and gravitate
toward discreet formats like edibles and THC beverages.

This isn’t a tweak-your-messaging moment. It’s a full strategy reset.

Here’s what the new consumer wants — and how brands can meet them where
they actually live.

*It all starts with the biggest shift driving the entire market:* the rise
of cannabis as a wellness staple rather than a recreational escape.
Wellness is redefining the cannabis consumer

The stereotype of cannabis as a party drug is officially dead. Today’s
consumers are reaching for cannabis products the way they once reached for
melatonin, ibuprofen, or a glass of wine after a stressful day. Sixty-four
percent of consumers cite relaxation as their primary motivation, according
to Brightfield Group, while 30 percent now prefer cannabis over alcohol
entirely.
*64 percent of consumers* now say relaxation — not intoxication — is their
primary reason for using cannabis, underscoring the category’s shift toward
wellness-driven demand.

“Consumers are leaning into cannabis for wellness,” said Anne Donohoe,
managing director at KCSA Strategic Communications. “Sleep, stress, and
pain-management are top drivers. Interest in minor cannabinoids like CBN,
CBG, and THCV is growing.”

The data bears this out: One-fifth of Dry January participants this year
swapped alcohol for THC or CBD products, with Gen Z and millennials leading
the charge. One in three people in those age demographics now regularly
choose THC beverages at happy hours. In Canada, 70 percent of adults
support federal investment in cannabis wellness research.

For marketers, this shift demands a complete messaging overhaul. “The rise
of microdosing, edibles, and tinctures for specific uses means marketers
should position products not just for recreation, but as a tool for
achieving a specific outcome,” advised Dan Serard, senior vice president at
Cannabis Creative Group.
Demographics have shifted — and so must your messaging

If your target demographic is still young men, you’re marketing to
yesterday’s consumer. Women now compose more than half of cannabis users,
according to Headset, and they skew toward wellness products, with 29
percent preferring non-flower formats like topicals and edibles.
Women now account for *more than half of cannabis consumers*, while
millennials and Gen Z together drive *63 percent of total U.S. cannabis
spending*.

Millennials capture 46 percent of U.S. spending, while Gen Z and
millennials together drive 63 percent of total sales. Middle-aged adults
(35–54) increasingly identify as cannabis consumers as legalization and
normalization reduce stigma. Among younger demographics, 59 percent of
female consumers under age 35 report planning to increase their use of canna
bis products.

“Cannabis is no longer the new kid on the block, and that means consumers
are more intelligent than when the market first opened up,” Serard said.
“They’re informed and have specific demands related to their individual
goals. Companies should be paying attention to these new personas and
tailoring their messaging accordingly.”
Science-backed buying is the new baseline

The days of marketing based solely on THC percentage are over. Today’s
educated consumers seek products engineered for specific effects rather
than just maximum potency; consequently, they want to understand the full
cannabinoid and terpene profile.
*Four in ten consumers* now use CBD products, reflecting growing interest
in cannabinoids, terpene profiles, and outcome-based shopping.

“Consumers are past focusing solely on THC percentage,” Serard said. “They
are increasingly interested in the minor cannabinoids, terpenes, and the
effects they produce. Marketing needs to be more educational, detailed, and
science-backed.”

This sophistication extends to sourcing and quality. According to Nielsen
IQ, 40 percent of consumers opt for CBD variants, and demand is spiking for
premium, terpene-rich buds from living soil versus synthetic growing
methods. Consumers are rejecting mediocre products in favor of flavorful,
residue-free options that emphasize sustainability and organic sourcing.
Formats are diversifying faster than brands can adapt

A Statista analysis revealed that while 21 percent of consumers still
prefer flower, the market is fracturing across categories. Edibles claim 16
percent of consumer preference, vapes and cartridges 15 percent, and
pre-rolls 13 percent. Pre-roll sales jumped 12 percent this year to reach
$4.1 billion, and beverages surged 11 percent to $54 million.
Flower represents just *21 percent of stated consumer preference*, as
edibles, vapes, pre-rolls, and beverages continue to gain share.

“Product preferences are shifting from smoking toward gummies, beverages,
and other discreet formats,” Donohoe observed. The convenience and
discretion of these formats align perfectly with wellness-focused
consumption patterns.

Infused beverages represent a particularly interesting opportunity, with
mainstream retailers like Target now test-marketing hemp-derived THC drinks
in select Minnesota stores — a significant signal of growing mainstream
acceptance. As normalization continues, expect the lines between cannabis
and conventional wellness products to blur further.
Digital-first shopping is now the default
[image: A modern cannabis dispensary interior featuring large digital menu
screens and interactive displays, reflecting the digital-first retail
experience shaping cannabis shopping in 2026.]Digital menus and
information-rich displays reflect how cannabis retail has evolved to meet
consumer expectations shaped by e-commerce and on-demand shopping. (Photo:
Cova Software)

Today’s cannabis consumer shops like they’re buying groceries on Amazon,
not visiting a specialty store. Seventy-nine percent of Americans now live
near dispensaries, but proximity isn’t enough. Sixty-eight percent demand
clear online menus, 67 percent expect delivery options, and 75 percent want
one-click reordering capabilities, according to a Sweed survey.
*68 percent of consumers* expect clear online menus before visiting a
dispensary, and 75 percent say easy reordering influences where they shop.

“Consumers are shopping digitally,” confirmed Eric Meth, chief innovation
officer at Surfside. “The purchase journey now often begins online, even
when the transaction ends in-store. In some markets, up to 60 percent of
cannabis purchases are happening through e-commerce channels.”

The payoff for getting this right is substantial: According to Flowhub,
dispensaries offering debit payment see 59 percent more transactions and
generate $4,600 more in daily revenue compared to cash-only operations.
Loyalty programs retain 69 percent of users, while word-of-mouth and local
search-engine optimization drive 41 percent of new customer discovery.

But convenience alone isn’t enough. Half of consumers feel overwhelmed by
product choices, and 57 percent won’t return to a dispensary or website if
they experience inconsistent recommendations. This is where personalization
becomes critical.
Personalization is no longer optional
[image: A cannabis retail associate assists a customer using a digital
menu, reflecting how personalized guidance has become a core part of the
modern dispensary experience.]Personalized guidance — powered by digital
menus and delivered by people — is now a baseline expectation for cannabis
shoppers, not a premium feature. (Photo: Cova Software)

Generic marketing no longer moves the needle. Nearly nine in ten consumers
return to brands that offer tailored recommendations, while surveys suggest
more than half of digital-native Gen Z expect dynamic, behavior-based
offers. Yet only 29 percent across the board feel they currently receive
either experience.
Nearly *nine in ten consumers* say they’re more likely to return to brands
that offer personalized recommendations — yet only 29 percent feel they
currently receive them.

“Every dispensary serves a specific consumer base, whether it is
neighborhood regulars or tourists,” said Shawna Seldon McGregor, founder of Maverick
Public Relations. “Understanding what drives people to a store and why they
purchase certain products is crucial. This is where PR comes in: How are
you tracking and responding to that data?”

The stakes are high: One-third of customer churn can be traced to
irrelevant outreach. Customers who feel “seen” are more likely to reward
brands and retailers with loyalty. Operators who deploy
artificial-intelligence-powered recommendation engines and mood-based
product matching can reduce the friction. Nearly two-thirds of consumers
cite post-purchase education as a key influence on loyalty, offering
another opportunity for personalized, value-added engagement.

“Consumers expect brands to reflect their values, from sustainability to
social impact, and they reward transparency,” McGregor said.
Authenticity and founder-led storytelling win attention

In an increasingly commoditized market, consumers are seeking genuine
connections with the brands they support. This trend cuts against the
consolidation happening among the top five brand houses, which now control
14 percent more market share than previously.

“Founder-led brands, both business-to-business and business-to-consumer,
are more powerful now than ever before,” said Michael Mejer, founder and
chief executive officer at Greenlane Communication. “People don’t want to
buy from a company; they want to know who they’re buying from and buying
into with their hard-earned money.”

This extends to how brands show up in consumers’ feeds and social channels.
Micro-influencers and niche social platforms are capturing attention with
organic content, while experiential marketing — virtual-reality strain
tours, pop-up festivals, cannabis lounges — builds loyalty and normalizes
use in social settings.

“Experience-based consumption, such as lounges, is gaining traction,”
Donohoe said, “signaling that consumers are looking for cannabis to fit
into lifestyle and social settings.”
Attention is splintering across platforms

Traditional marketing playbooks are struggling to keep pace with rapidly
evolving consumer attention patterns. The digital landscape is becoming
more complex, with new platforms and purchasing mechanisms frequently
emerging.

“Attention spans are getting shorter and more fragmented,” warned Brandon
Bobart, founder of Pisgah Peaks Ventures. “People are into social shopping
via TikTok Shop. OpenAI just announced Etsy and Shopify one-click purchase
ability in their chat search results, which further complicates things.”

For brands operating under advertising restrictions, this fragmentation
presents both challenges and opportunities. Earned media, influencer
partnerships, and content marketing become even more critical when you
can’t simply buy your way into consumer consciousness through traditional
advertising channels.
Usage patterns reveal long-term market growth

Normalization is reflected in consumption frequency: Daily or near-daily
use has increased sevenfold since 2000, reaching 17.7 million Americans
according to a Carnegie Mellon University study. Among new users, half
consume five or more days per week — a rate far higher than comparable
alcohol data indicates.

This isn’t just about getting high more often. Thirty-nine percent of
consumers share cannabis with friends and family during holidays,
integrating the plant into social rituals previously dominated by alcohol.
Legalization has embedded cannabis into daily routines, creating
opportunities for brands that can nurture product loyalty through automated
reorder flows and subscription models.
What this means for your strategy

Taken together, these trends paint a clear picture: The 2026 cannabis
consumer has leveled up — fast. The brands that thrive next year won’t be
the ones making incremental tweaks. They’ll be the ones willing to rethink
their approach from the ground up.

*Here’s how to align your strategy with what buyers actually expect.*
*What operators must do for 2026* Lead with wellness positioning and
functional benefits

Recreation and potency are no longer the best hooks. Educational,
science-backed marketing that helps consumers achieve specific outcomes —
better sleep, reduced anxiety, enhanced focus — will resonate far more than
generic “premium quality” messaging.
Invest in personalization and data infrastructure

The 45 percent of consumers who say they’d shop more with personalized
recommendations aren’t asking for much, but delivering on that expectation
requires integrated data systems that connect online behavior, purchase
history, and in-store interactions.
Build authentic, founder-forward brand identities

Communicate values and create genuine connections. In a commoditized
market, story and purpose differentiate as much as product quality.
Optimize for digital-first discovery and shopping

Discovery starts online, even when final transactions happen in physical
locations. An online presence isn’t marketing anymore. It’s the primary
research and consideration phase of the customer journey.
Meet consumers where their attention actually is

Think micro-influencer partnerships, social commerce platforms,
experiential activations, and earned media that builds credibility without
triggering advertising restrictions.

The cannabis industry’s adolescence is over. The brands that thrive in this
mature market will be those that understand their consumers as complex,
informed wellness seekers rather than one-dimensional stoners and build
every aspect of their marketing and PR strategies accordingly.
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The 2026 Marketing Cheat Sheet

*Quick, data-backed answers to the biggest strategy questions operators are
asking heading into 2026.*

1. What are the biggest cannabis marketing trends for 2026?

The largest shifts include wellness-driven purchasing, the rise of
discreet formats, science-backed product education, digital-first shopping,
personalization, and a growing preference for founder-led brands. These
trends reflect a more informed, mainstream consumer.
2. How is the 2026 cannabis consumer different?

Consumers are older, more wellness-focused, more female, and
significantly more digitally savvy. They expect transparency, tailored
recommendations, simple workflows, and educational content that guides
product choice.
3. What marketing strategies should cannabis brands prioritize in 2026?

Brands should invest in personalization, build strong data
infrastructure, embrace science-forward messaging, optimize digital
shopping experiences, and strengthen founder-led storytelling. Earned media
and experiential events also matter more than ever.
4. Which product categories will see fastest growth in 2026?

Edibles, infused beverages, and pre-rolls continue to outpace
traditional flower. Beverages in particular are showing rapid growth as
mainstream retailers begin experimenting with THC product placement.
5. Why is personalization critical for cannabis marketing in 2026?

More than half of consumers say they expect tailored recommendations,
yet few brands deliver. Personalization removes choice paralysis, improves
loyalty, and directly reduces customer churn.