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The legal cannabis landscape is teeming with <br />growth opportunities, yet its full potential can <br />only be realized by reaching out to the <br />currently untapped segments of potential and <br />gray-market consumers. It can be tempting <br />for operators to focus primarily on consumers <br />already engaging with the legal market, but <br />the insights presented here underscore the <br />importance of understanding the distinct <br />preferences, concerns, and barriers these <br />groups face. <br />By offering competitive pricing, accessible <br />retail locations, varied product forms, and a <br />dedicated focus on educating the public about <br />the advantages of regulated cannabis, the <br />industry can foster trust and broaden its <br />consumer base. Many of these illicit <br />consumers might not have found their favorite <br />product form or settled into a consumption <br />pattern that best meets their unique use case. <br />Canna-curious individuals who haven’t even <br />experienced cannabis yet might require a <br />knowledgeable budtender to discuss their <br />needs to walk them through their options. <br />Moreover, collaboration with regulators and <br />medical professionals can bridge gaps in <br />access and knowledge. As the cannabis <br />market continues to evolve, embracing these <br />strategies will be paramount for ensuring not <br />only its commercial success but also its role in <br />promoting safe and informed consumption. <br />After all, a rising tide lifts all boats. <br />COMPARING ARCHETYPES 29© New Frontier Data, All Rights Reserved. <br />Conclusion <br />Page 280 of 322