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28–36 <br />(Millennials) <br />Practical Wellness, <br />Consistency, <br />Function, <br />Stress/Burnout <br />Relief <br />Vapor Pens (21%), <br />Pre-rolls (45% <br />market share), <br />Low-Dose Edibles, <br />Topicals <br />Consistency, <br />Clarity, <br />Function-First <br />Design, Discreet <br />Professionalism <br />50+ <br />(Boomers/Silent <br />Gen) <br />Pain Reduction, <br />Traditional Habit, <br />Non-Inhalation, <br />Reliability <br />Flower (Boomers), <br />Edibles, Tinctures, <br />Capsules <br />Trust, <br />Medical/Wellness <br />Association, <br />Straightforward <br />Guidance, Clarity <br /> <br />III. Psychological Drivers: The Value Proposition for <br />Modern Consumers <br /> <br />Effective branding for the 21–36 demographic must be rooted in a deep understanding of <br />their core psychological drivers, which are largely centered on function, anxiety relief, and <br />social authenticity rather than traditional recreational pursuit. <br /> <br />3.1. Millennial Psychology: Function, Fatigue, and Practical Wellness <br /> <br />Millennials are driven by pragmatism. Research shows that this generation is primarily <br />motivated by "getting through than getting high," seeking relief from pervasive life pressures, <br />including professional responsibilities, parenting, economic instability, and chronic fatigue.3 <br />They actively prioritize control, consistency, and clarity in their product choices and are "not <br />chasing the highest THC punch".3 <br />The brand message must therefore be grounded in utility. The products they seek—tinctures, <br />topicals, and low-dose edibles—are for managing specific symptoms such as chronic pain, <br />anxiety, or burnout.3 This requires adopting a pragmatic and non-exaggerated tone. <br />Packaging must communicate reliability, positioning cannabis as a standard, beneficial <br />component of a responsible adult's wellness regimen, rather than a novelty item. When dosing <br />and effect predictability are the primary value drivers, branding must prioritize clear, concise, <br />Page 197 of 322