Culture Council: The Modern Cannabis Consumer: What Marketers Should Know About the Older Demographic

Today’s fastest-growing demographic of cannabis enthusiasts aren’t millennials or Gen Z — they’re senior citizens. Older Americans are embracing cannabis at a quicker pace than any other group (per recent federal survey data), driven by a mix of expanding legal markets, disillusionment with traditional medicines, a cultural shift towards plant-based wellness and the normalization of cannabis. 

While aging Americans tend to be the most conservative in their voting patterns, the legalization of cannabis has become a significantly less partisan issue in recent years. 

And the notable uptick in seniors consuming cannabis indicates a steady shift towards broader societal acceptance. This change in sentiment and usage among our elders isn’t just an eyebrow-raiser for casual observers. It’s downright encouraging for those of us immersed in the cannabis industry and who witness firsthand the benefits this plant can provide.

Allow me to share a brief personal anecdote. My 86-year-old mother suffered from insomnia for years. To find some relief, she began consuming a prescription sleep medicine nightly and continued to do so for years. It was the only way she could get any sleep. At her doctor’s urging, she stopped taking the drug and switched to a type of cannabis oil that she now uses each evening to help her sleep comfortably through the night. 

The results of her transition from pharma to weed have been profound.

Not surprisingly, we are seeing significant interest in marketing to this growing segment of consumers. Messaging from cannabis brands and retailers often focuses on examples of successful older Americans who are consuming cannabis as part of their self-care and wellness routines. Other angles feature cannabis as an alternative to alcohol or as a natural option for easing various physical discomforts associated with aging. And in newer markets, we tend to see messaging to older Americans that simply reminds them that cannabis is now a legal option for supporting their health and wellness.

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This type of marketing may help to explain why we’ve seen an increase in cannabis products rooted in effects-based positioning. Anecdotal examples abound, with chronic pain, sleeplessness, inflammation and anxiety being just a few of the issues that draw seniors to cannabis. What seems clear is that many older Americans are not primarily seeking out cannabis to get high; they’re often more interested in getting a good night’s sleep, reducing anxious thoughts and finding relief from pain. 

I cannot count the number of conversations I’ve had with seniors about how cannabis lotions and salves are improving their relationship with pain management. And I’m not surprised — cannabis advocates have been saying this for years, and now we’re seeing medical professionals joining the chorus. But while seniors might make up the fastest-growing cannabis clientele, they are still far less likely to consume than their grown grandchildren. 

Much of that simply comes down to lingering stigma and a lack of accurate cannabis education. This could shift both through the education of elders, parents and grandparents from state-sponsored PSAs like this site in California to interactions with budtenders in cannabis dispensaries who can offer their insight into options to match preferences.

The uptick in cannabis use among seniors is more than just a passing trend — it’s a shift that’s only likely to grow. As more states open up to medical and recreational cannabis, an increasing number of seniors will have access to safe and regulated options that are monitored and tested by government agencies, thus protecting public health at large. The more aging Americans learn about the potential benefits of cannabis, the more inclined they’ll be to explore them. And if cannabis companies recognize the growth of this demographic and how best to serve them, aging Americans can more comfortably and openly find their place among other modern cannabis consumers.

I also suspect if given the green light to dig deeper, researchers will help confirm the ways in which cannabis can help our growing senior population. 

In short, we’re on the brink of a major shift in senior wellness — and the U.S. cannabis industry is proud to offer some “new” and more natural options to our elders.