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and accessible information. <br /> <br />3.2. Gen Z Psychology: Anxiety, Authenticity, and Cultural <br />Normalization <br /> <br />For Gen Z, cannabis serves as a "pressure valve" against existential tension and generalized <br />anxiety.3 Their motivations are distinct: they seek "novelty, social appeal, and something to <br />take the edge off".3 Crucially, this generation values transparency and views product choice <br />as an extension of their personal and ethical beliefs. They favor brands that align with <br />sustainability values and demonstrate ethical practices and commitment to social equity.10 <br />This focus on authenticity extends directly to brand perception. Since this cohort is highly <br />connected via social media, the physical product and its packaging must be designed for <br />elegant digital presentation. The brand experience must integrate seamlessly into a "curated <br />reality," where a "stoned selfie is chill," while a display of low-quality, unsophisticated goods is <br />considered "the epitome of cringe".3 This mandates sophisticated product design and <br />high-quality materials, ensuring the brand image translates effectively from physical product <br />to digital platform.11 <br /> <br />3.3. Rejecting the Cliche: The Demand for Authentic, Non-Gimmicky <br />Brands <br /> <br />The greatest liability of the "colorful" legacy branding is its inherent link to outdated "stoner <br />tropes".1 As the industry matures, consumers are demanding authentic, non-gimmicky <br />products they can trust. When brands adhere to clichés, they risk being seen as dated, <br />untrustworthy, or unserious, missing the opportunity to connect with this expanding audience <br />of professionals and parents.1 <br />For consumers seeking functional benefits, the inclusion of appropriate, substantiated <br />wellness claims on packaging is a powerful attractor. Research indicates that specific health <br />claims, such as sleep aid or pain relief, significantly increase product appeal, particularly <br />among past-year nonusers.12 Since Millennials are actively seeking relief from chronic fatigue <br />and pain 3, leveraging these functional claims—paired with an aesthetic that communicates <br />trust and reliability—is critical for attracting new or lapsed consumers who are expanding the <br />market beyond traditional users. The brand’s purpose must shape everything, moving beyond <br />Page 198 of 322