The cannabis industry has experienced substantial growth and diversification in recent years, attracting a wide range of consumers. Among the most notable demographics are Millennials and Generation X. As of December 2020, studies and statistics provide a clear picture of the targeted consumers within these age groups, highlighting differences in usage patterns, social influences, and preferences for medicinal versus recreational use.

Overview of the Generations

• Millennials: Born between 1981 and 1996, this group has grown up in a rapidly changing digital world. They are known for their progressive attitudes and openness to new experiences.
• Generation X: Born between 1965 and 1980, Gen Xers are characterized by their independence and adaptability, having lived through significant technological and cultural shifts.

Usage Patterns and Preferences

Millennials

Millennials have emerged as the largest group of cannabis consumers. According to a 2020 study by New Frontier Data:

• 38% of Millennials reported using cannabis in the past year.
• They are more likely to use cannabis recreationally, with 63% citing recreational use as their primary reason.
• 49% of Millennials reported using cannabis for relaxation and stress relief, highlighting a preference for its calming effects.

Millennials are also known for their interest in cannabis-infused products, such as edibles, beverages, and topicals. They are attracted to the novelty and convenience of these products, as well as their perceived health benefits.

Generation X

Generation X, while less inclined towards cannabis than Millennials, still represents a significant portion of the market. The same New Frontier Data study revealed:

• 25% of Gen Xers reported using cannabis in the past year.
• They have a more balanced approach, with 50% using cannabis for medicinal purposes and 50% for recreational use.
• Gen Xers are more likely to use cannabis for pain management, with 42% citing this as a primary reason for use.

Gen X consumers tend to prefer traditional forms of cannabis, such as smoking and vaping, over newer methods like edibles.

Social and Cultural Influences

Millennials

Millennials are heavily influenced by social media and digital culture. Platforms like Instagram, TikTok, and YouTube play a significant role in shaping their attitudes towards cannabis. Influencers and celebrities who endorse cannabis products can sway Millennials’ purchasing decisions.

Musically, Millennials have grown up with genres that often celebrate cannabis culture, such as hip-hop and electronic dance music (EDM). Artists like Snoop Dogg, Wiz Khalifa, and Billie Eilish have openly discussed their cannabis use, further normalizing it among younger audiences.

Generation X

Generation X’s social influences are more rooted in traditional media and personal experiences. They were the first generation to witness the War on Drugs and the subsequent shift towards cannabis legalization, which has shaped their cautious yet accepting attitude towards cannabis use.

Musically, Gen Xers were influenced by rock, punk, and grunge, with bands like Nirvana, The Rolling Stones, and The Red Hot Chili Peppers often referencing cannabis in their lyrics. These musical influences contribute to a more laid-back, recreational view of cannabis use.

Medicinal vs. Recreational Use

Millennials

Millennials are more likely to use cannabis recreationally, but a significant number also use it for medicinal purposes. According to a 2020 survey by the Brightfield Group:

• 53% of Millennials using cannabis for medicinal reasons reported using it to alleviate anxiety.
• 46% used it for depression, and 38% for chronic pain.

Generation X

Gen Xers show a stronger inclination towards medicinal use. The Brightfield Group survey indicated:

• 62% of Gen X medicinal users turned to cannabis for chronic pain relief.
• 48% used it for arthritis, and 45% for insomnia.

The cannabis market caters distinctly to both Millennials and Generation X, each group influenced by their unique cultural, social, and medicinal needs. While Millennials are more recreational and influenced by digital and musical trends, Generation X favors medicinal use with traditional consumption methods. Understanding these nuances helps the cannabis industry tailor its products and marketing strategies to better meet the needs and preferences of these diverse consumer groups.