Expanding legalization and experience with legal cannabis markets is undermining stigma and attracting new connoisseurs to cannabis products, loosening attitudes and opening the way for creating brands that connect with new and experienced consumers. This study summary provides an overview of the report details.

1. Data Information knowledge power
Cannabis Brand Study
Presented By: Canna Ventures
Executive
Summary

2. 2 CANNA VENTURES | CANNABIS BRAND STUDY
Summary: Expanding legalization and experience with legal cannabis markets is undermining
stigma and attracting new connoisseurs to cannabis products, loosening attitudes and
opening the way for creating brands that connect with new and experienced consumers.
In 2014, with adult-use marijuana newly legalized and a market place just beginning to emerge, the branding and
marketing agency Canna Ventures set out to understand current and potential cannabis consumers beyond simple
purchasing data. The agency conducted a national attitudinal survey designed to uncover the interests and motivations
of consumers by understanding their worldview.
"Our first analysis of this market defined four main groups and their distinct views on life, marijuana and consumer
brands,” said Eric Layland, Canna Ventures founder, “In this new report, we expand on that understanding and explore
how these groups and their views have changed as legalization has spread. While our primary objective is guiding and
informing cannabis-focused businesses, we think our latest report provides important and interesting insights for
anyone working to understand this social revolution.”
CANNABIS CONSUMERS:
MOTIVATIONS & ATTITUDES
New study finds attitudes of Americans rapidly evolving as cannabis
marketplace takes hold.

3. 3DATA INFORMATION KNOWLEDGE POWER
THE INDIES are independent, free-thinkers whose "live, let live
and mind your own business" attitude have been a part of the
marijuana culture before legalization. They feel vindicated that the
rest of the world is finally catching on and, thus, strongly support
legalization. This cultural group also appreciates the evolution of
marijuana culture from whatever was available on the black market
to more sophisticated, branded Adult-Use cannabis products. A
full 29% of them said they would be “extremely likely” to patronize
Adult-Use marijuana if their state ends prohibition.
Having been around the block a time or two, however, the Indies
told Canna Ventures that they want product branding to have a
responsible, non-radical message. “They want cannabis branding to
tout what they see as the real benefits of marijuana, without going
overboard.”
THE OUTSIDERS are a large and diverse demographic, busy indoors
and outside, working and playing in groups and teams. They’re
"outsiders" because they don’t take vocal positions on embracing
or rejecting cannabis. They’re struggling financially since coming
of age in the recent economic recession and tend to keep their
heads down. Overall, they’re a bit pessimistic and cynical, especially
when it comes to the role of government in their lives. But, they’re
generally supportive of legalization and like to cut loose with
cannabis to escape the daily toil and celebrate the weekend. They
are not put off by branding.
"They embrace themes of a affluence, fashion, sophistication,
intellectualism, adventure, self-assuredness and creativity. Those
frustrated feelings towards their life situation can be mitigated by
the qualities they seek in a brand," as the Canna Venture report
states.
THE IDEALISTS (called Now-ists in 2014 report) want things to
change and think you should get on the same page! They are
well-educated but underemployed. They’re not driven to support
legalization, per se, but change in general. They see marijuana
use as common and expect society to move onto to bigger
issues. They’re not too hot on following cannabis brands or
commercialization, except in California.
"In California – which has a reputation for being socially
progressive, experimental and occasionally daring in public policy
compared to the rest of the nation – they are highly likely to
purchase and participate in the cannabis economy.," the Canna
Venture report explains.
THE TRADITIONALISTS. Well, this large demographic doesn’t want
to see cannabis culture spread. They are older, wealthier and
against changing the status quo. And are very unlikely to shop for
cannabis.
"The Traditionalists won’t convert to becoming cannabis
consumers, and the activists in the segment will actively work
against further legalization efforts. Remember though there is a
sub-population within Traditionalists who are not anti-cannabis.
What drives the Traditionalists is a primary worldview resistance to
change," Canna Ventures explains.
In the "Cannabis Brand Study," Canna Ventures identified the four demographic clusters
of attitudes towards marijuana, legalization and products as the Indies, Outsiders,
Idealists and Traditionalists.
Consumer Segments
THE SEGMENTS: 2014 VS. 2016
SEGMENTS: IDEALISTS INDIES OUTSIDERS TRADITIONALISTS
AGREE
CONCEPT
DISAGREE
LOW PATRONAGE HIGH
AGREE
CONCEPT
DISAGREE
LOW PATRONAGE HIGH
15%
26%
44%
2014 2016
41%
23%
10%
26%

4. 4 CANNA VENTURES | CANNABIS BRAND STUDY
Canna Venture’s latest insights into the complex cannabis market come from a proprietary online survey in
August 2016 of 700 randomly selected U.S. residents, 350 in California and 350 from the rest of the country.
Combined with the valid respondents in our 2014 study, we have a database of 1,700 qualitative surveys to
explore.
The latest study not only refined the demographics, attitudes and market potential of those four groups, but
the study also revealed that the largest group of potential cannabis consumers, the Outsiders, is beginning to
come out of the "green closet." Many are joining the ranks of the Indies, while some are becoming more like
Traditionalists in their rejection of the growing cannabis culture.
The evolution of the Outsiders’ attitudes resulting from the exposure to the expanding cannabis culture and
markets reflects a more general trend emerging in the market. According to the "Cannabis Brand Study":
"In 2017 we see how consumers’ perceptions of the 'ideal brand' are adjusting to the mainstreaming
of cannabis. As Adult-Use cannabis rolled out in Colorado and Washington, consumers preferred the
responsible portrayals of brands. After two plus years of legal Adult-Use markets in those states, and
the addition of Oregon, Alaska and Washington D.C. to their ranks, there is wider acceptance of creative
approaches."
Thus, with the growth of the Indies, the backing of the Idealists and the casual use of the remaining
Outsiders, the market for cannabis products is expanding and becoming more open to businesses
connecting with consumers through brands.
"This industry is a blank canvas for strategists and marketers to develop brand positions that stand for
something, anything! The market has yet to develop norms. Without those parameters brands have creative
flexibility to craft and develop an intriguing and appealing backstory that addresses the needs of its target
audience. Brands that deliver without fail on its consumer promise have a tremendous opportunity to build a
loyal following of brand advocates," states Canna Ventures.
THE EVOLVING CANNABIS MARKET

5. 5DATA INFORMATION KNOWLEDGE POWER
Get the reportFor detailed insight into the four demographic groups, marketing strategy and branding ideas and an exploration of participants in the
medical marijuana market, purchase your copy of the "Cannabis Brand Study" by Canna Ventures.
About Canna VenturesAny agency can tell you what consumers do. We tell you why
The team that forms Canna Ventures solves business and marketing problems for clients large and small. Experience spans both client and
agency side with nearly 100 years combined experience. Clients have included Fortune-1000 consumer and business brands as well as niche
upstarts launching into new markets. Research and data are the foundation of strategy development and campaign execution.
Our ServicesNo one knows the canna consumer better.
At Canna Ventures we base all of our strategic and tactical marketing recommendations on known consumer insights and our client’s stated
goals. Canna Ventures offers an unmatched knowledge of the canna consumer and understanding how to make them your customers.
• BRAND DEVELOPMENT - Clarify and align what you stand for with what your customers want. Then we bring it to life.
• CREATIVE & DESIGN - Translate brand values into unique creative elements that makes you memorable.
• ADVERTISING - Whether it’s print, broadcast, digital, out of home, direct mail or any other means our team’s passion is your
strategic edge.
• WEB DESIGN - Your website is your digital storefront, and it’s always "open". User-friendly and optimized for search engines.
• PUBLIC RELATIONS & OUTREACH - Deliver your story to those share your passion and can amplify the message.
• SOCIAL MEDIA - Connect directly with consumers right now. We develop creative and data-driven social media strategies.
• SEARCH ENGINE OPTIMIZATION - Be found online when your customers are actively looking for what you offer.
• DATA SCIENCE & ANALYTICS - Leverage your data into meaningful action plans for success.
• RESEARCH & INSIGHTS - Custom and proprietary discovery of trends and how to profit from them.
• CONSULTING - Customized advisory services to help develop winning strategies and tactics.
Contact usFor additional information or to schedule a personal briefing of the findings and how they may be used to influence your strategic branding
initiatives, please contact:
Eric Layland - Canna Ventures
E-mail: ericl@canna-ventures.com
Phone: (206) 420-6121
Web: www.Canna-Ventures.com
©2017 by Canna Ventures. All rights reserved.
No part of this brand study may be reproduced in any written, electronic, recording,
or photocopying form without written permission of the author, Canna Ventures.

6. canna-ventures.com info@canna-ventures.com 206.420.6121
Executive
Summary
@Canna_Ventures CannaVentures Seattle/Bay Area