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The regulated cannabis retail experience and <br />the products it offers feel more legitimate and <br />safer than illicit options. <br />Product safety is especially relevant for new <br />consumers given their preference for non- <br />inhalable products mentioned previously. <br />Testing and labeling standards of the regulated <br />market—especially for manufactured <br />products—reassure new consumers, who want <br />to know how potent their product is. <br />There is a need for approachable, informed <br />sources to answer questions for new consumers, <br />and retailers are an obvious solution. Most <br />(69%) potential consumers say they have <br />friends or family who consume cannabis, but a <br />third (34%) of them say they don’t know <br />anyone they consider knowledgeable who they <br />can ask questions about cannabis. <br />While this looks good for converting potential <br />consumers, there are still some major barriers <br />to adoption for potential consumers. Most of <br />these barriers have to do with fears, <br />uncertainty, and safety concerns, and can be <br />addressed by education, or will continue to fade <br />as the remnants of prohibitionist thinking <br />continue to subside. <br />About two in five (37%) potential consumers <br />said they feel apprehensive about trying <br />cannabis. Most said they believed cannabis <br />would make them experience positive or neutral <br />effects (e.g. feeling relaxed, sleepy, hungry, or <br />happy), but some potential consumers expect <br />cannabis to make them feel disoriented, out of <br />control, or anxious. Cannabis itself still causes <br />concern for some potential consumers; one in <br />eight (13%) said they feel unsafe when someone <br />nearby has cannabis. <br />COMPARING ARCHETYPES 11© New Frontier Data, All Rights Reserved. <br />62% of potential consumers believe <br />that regulated cannabis is safer than <br />unregulated cannabis. <br />Page 262 of 322