Exploring the World of Cannabis: School of Grass Learn & Burn Event Recap

Vangst/Oct 23, 2023

hero-graphic-Exploring the World of Cannabis: School of Grass Learn & Burn Event Recap

Unlocking Cannabis Insights: School of Grass Event Recap

Cannabis, a plant with a history spanning centuries, is no longer confined to the shadows. As legalization spreads across the United States, cannabis enthusiasts and novices alike are coming together to learn, share, and burn (responsibly). The recent School of Grass Learn & Burn event, hosted by Vangst and Miss Grass, was a delightful blend of education, community, and fun, led by cannabis expert Dr. Amanda Reiman. In this blog, we'll recap the highlights of the event and explore the world of cannabis, making it accessible to everyone.

Click here to view the webinar recording – Passcode: Yjr&d6dk

The Power of Budtenders

One remarkable insight from the event was the role of budtenders in the cannabis industry. Did you know that over 50% of people entering dispensaries seek guidance before making a purchase? Even more intriguing, 66% of consumers find budtenders helpful, showing that they appreciate the expert advice provided. Budtenders play a crucial role in recommending products and helping customers find the perfect match, bridging the gap between cannabis novices and the products that can enhance their lives.

The event shed light on the evolving landscape of cannabis consumption. As of 2023, 37% of Americans use cannabis about once a year. Meanwhile, 5% are lapsed consumers, having used in the past but not anymore. The most significant marketing potential lies with the 15% of potential consumers, those who have never used but are open to trying it, especially if suggested by a doctor or legalized in their state. Notably, the number of people who have never used cannabis is decreasing, while there is a slight increase in those who have consumed but won't consume again.

Reasons for Cannabis Use

Relaxation continues to be the primary reason people use cannabis, with 46% of users seeking to unwind. In contrast, only 21% consume cannabis for medical reasons, such as treating a medical condition. This insight shows that most consumers turn to cannabis for leisure and recreation, making it essential to tailor marketing to their actual experiences and preferences.

Diverse Cannabis Consumer Archetypes

The cannabis consumer is not one-size-fits-all. The decreasing stigma surrounding cannabis has led to the emergence of diverse consumer archetypes. These include:

High Intensity Consumers:

  • Contemporary Lifestylers: Open to all products and willing to experiment.
  • Savvy Connoisseurs: Brand loyal and willing to invest in what they like.
  • Legacy Lifestylers: Typically recreational users in non-regulated areas.

Moderate Intensity Consumers:

  • Modern Medicinals: Often female, brand loyal, and influential.
  • Engaged Explorers: New to the industry with potential for high intensity.
  • Social Nibblers: Accept and consume in social settings.
  • Holistic Healers: Older, using cannabis for medical reasons.
  • Infrequent Partakers: Open to consumption but usually prompted by others.

2022 to 2023 Changes

Consumers are becoming more aware of their preferences, thanks to the increasing availability of regulated markets. As these markets open up in new states, people previously in the "Legacy Lifestylers" archetype are transitioning into more established consumer types.

Sourcing and Spending Habits

From 2022 to 2023, more people are sourcing their cannabis from brick-and-mortar dispensaries, increasing from 34% to 43%. This trend contrasts with a dip in cannabis delivery and a move away from the legacy market. Notably, product quality, selection, and price are the top three influences driving consumers to dispensaries. This shift is remarkable, as some consumers find better deals in the regulated industry despite taxes.

While many factors influence dispensary choice, only 27% of consumers consider it important to purchase from minority-owned dispensaries. Pricing and convenience are the primary reasons for customer loyalty, making it essential for dispensaries to consider these factors when attracting and retaining customers.

Educating New Users

The cannabis industry has an important role in educating new users about the landscape of regulations, consumption methods, and where and when cannabis can be used. By offering accurate and accessible information, the industry can ensure a safe and responsible cannabis experience for everyone.

Proud to Work in Cannabis

The School of Grass Learn & Burn event offered a fascinating journey into the world of cannabis, showcasing the diversity of consumers, evolving consumption trends, and the importance of budtenders and education. With the cannabis industry continuously expanding and becoming more inclusive, there has never been a better time to explore the benefits of cannabis responsibly. As you consider your next cannabis experience, remember the knowledge and insights shared at this event, and consider attending future events to further enrich your understanding of this remarkable plant.

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