Why Cannabis Brands Need a Solid Marketing Strategy.
Is your marketing plan solid?
As the cannabis industry continues to flourish there’s never been a more crucial time for brands to develop a robust and strategic marketing plan.
The US cannabis industry is expected to reach almost $45 billion in revenue in 2025 with adult-use cannabis is now legal in 24 states.
It’s not enough to simply have a great product; companies that want to stand out in a competitive and quickly evolving landscape must establish a well-defined marketing strategy. Below, we’ll explore key trends shaping cannabis marketing, the major benefits of having a strategic plan, and the pitfalls brands encounter when they don’t invest in marketing.
Key Trends Shaping Cannabis Marketing
Evolving Regulations
Cannabis remains subject to stringent regulations. While legalization efforts continue to progress, the rules surrounding advertising—both online and offline—can vary dramatically from one region to another. Marketers must adapt quickly and stay compliant to avoid penalties and maintain credibility.
Changing Consumer Demographics
Early adopters of cannabis may have been focused on recreational use or medicinal relief, but today’s consumers range from health and wellness enthusiasts to seniors exploring alternative therapies. This shift underscores the need for data-driven personas and targeted messaging that speaks to varied segments of the market.
Rise of Digital & Social Media
With more consumers researching and shopping online, maintaining an engaging digital presence is essential. Social media platforms offer massive reach but present unique challenges due to strict advertising policies. Marketers in the cannabis space must get creative—utilizing influencer partnerships, valuable content, and experiential campaigns to connect with audiences.
Brand Storytelling & Community Engagement
Consumers are increasingly motivated by a brand’s story and mission. Cannabis companies that focus on education, sustainability, and community-building can forge stronger relationships and differentiate themselves from competitors.
The Pitfalls of Neglecting a Marketing Plan
Regulatory Missteps
Without a clear strategy, it’s easy to run afoul of local, state, or federal advertising regulations, leading to financial penalties and reputational damage.
Wasted Resources
Brands with no defined plan risk spending money on ineffective channels, while missing opportunities that could drive real growth.
Brand Confusion
Inconsistency, whether in messaging, packaging, or online presence, breeds confusion. Consumers need to quickly understand who you are, what you do, and why you matter.
Stagnant Growth
BDSA Retail Sales Tracking found equivalent average retail prices (EQ ARP) dropped -32% (from their peak in Q3 2021 to Q2 2023). This price decline, along with inflation has made the industry even more competitive. In a crowded marketplace, relying solely on word-of-mouth or sporadic promotional efforts leads to slow or stalled growth. An intentional, targeted plan is critical for staying ahead of competitors.
Ready to make your brand bloom?
Strategic marketing can be the difference between blending in and truly blossoming. Flowered Marketing specializes in elevating cannabis brands through compliant, creative, and impactful strategies. From market research and brand storytelling to cutting-edge digital campaigns, we help you navigate this evolving landscape with confidence. View our services and get started.