Cannabis Consumers - What Do They Know About Cannabis

How much do cannabis consumers actually know about cannabis?

We would contend that most people know very little about cannabis whether it is regarding cannabinoids, terpenes, flavonoids, the endocannabinoid system, and/or the effects of various types of cannabis on specific individuals. Daniel Kruger led a study at the University of Michigan and concluded, “Even the people who are most enthusiastic have very poor knowledge of cannabinoid content. They greatly overestimated how much THC and how much CBD was in various strains, and what the effective dosages were. … We really have to educate people. This has very real consequences, because these compounds have differential effects.” Others indicate that “consumer knowledge of THC and CBD levels was low” (source) and “consumers largely don’t know the difference between CBD and THC-containing products such as marijuana.” (source) Another study showed “over 70% of people are unfamiliar with terms like the ‘entourage effect’ and ‘endocannabinoid system.’” (source)

At the same time, consumers are becoming more comfortable with cannabis. “According to Pew Research, 91% of adults in the U.S. support legal marijuana. This has created a ripe environment for brands and advertisers to capture consumer attention with storytelling.” (source)

“As cannabis consumers continue to expand and experiment, it will be essential for credible, consistent, and reliable information to be available to help create confidence and enhance the cannabis experience for experts and novices alike.

• Fewer than half (49%) of cannabis consumers say they are experts or proficient when it comes to cannabis knowledge

• More than half (56%) get cannabis information from friends and family

• More than a third (38%) get cannabis information from cannabis-related websites or apps

• 17% get their cannabis information from celebrities who use and/or have cannabis businesses”

(Source: Insights from a Weedmaps Report)

“Put simply, many customers still require education in Cannabis 101. The good news is that customers prefer to learn while visiting dispensaries and view budtenders as indispensable assets. That isn’t what always happens, though. Most people find the majority of information through Google searches, cannabis websites, and online video platforms like YouTube. But friends remain the biggest marijuana resource, as 43% of people rely on social circles to keep them informed.” (source)

As mentioned in the Weedmaps article, “As the industry matures, cannabis education is necessary to empower consumers - As cannabis consumers continue to expand and experiment, it will be essential for credible, consistent, and reliable information to be available to help create confidence and enhance the cannabis experience for experts and novices alike.”

Thus, it is incumbent for everyone in the cannabis industry to commit to educating the consumer such that they have the most positive experiences with cannabis as we synergistically work to grow the industry.

Lucid Green is committed to educating cannabis consumers as part of our mission of creating trust and transparency in the cannabis industry. When consumers scan LucidIDs they are presented with a product description, dosage recommendations, and the independent lab report both in summary and detail Certificate of Analysis (COA) forms. We encourage all in the cannabis industry to help educate cannabis consumers - it will not only help the industry as a whole, but also help your brand’s reputation.

If you have any questions for Lucid Green or would like to learn about LucidIDs - the intelligent UPC of cannabis, please contact us here.