In news that maybe is not surprising to those of us over 50, a University of Michigan poll just released shows that one in five folks in our age range used THC-rich cannabis products at least once in the last year. Who knew so many older folks were using cannabis? Well, we did.
Back in around 2018, before she passed, my Mom arranged an invitation for me to give a talk on cannabis at her fancy “independent living” complex in Florida, where medical cannabis was and is state-legal. These successful, retired 70, 80 and 90somethings, often dressing in jacket and tie for dinner, made it to the multipurpose room for my talk. I was concerned. Will I get yelled at? Screams about the gateway drug, long term damage, psychopathic behavior? Instead, folks came up to me after the talk asking, “Did you bring any free samples?” Mom told me afterward that the old folks are “all doing it” and they’re “all happy.”
Why is there an attraction to cannabis in the Gen X and Boomer group? Some reasons are obvious. The medical benefits are well known, helping address chronic pain, sleep issues, old age depression, isolation and the like. Plus, some just think it’s fun and they report they just want to feel good. And just so you know, kids, they were all doing it back in the day long before you were an inkling of a thought to your folks. But there was a hesitation going back to it. Is it much stronger than our day? Is it laced with something? Will I get the munchies? How do I know what type to use?
Most legal dispensaries, for good or bad, tend to be designed to attract younger and middle-aged men. There are some, like Rebelle in Massachusetts, with a stronger female focus, but these are few and far between. And none really have made an effort to focus on this older market. Why is that? It appears operators assume that Boomers and GenX’ers still believe the brainwashing that occurred over the last 100 years and are less likely to turn to cannabis. Based on this research, it appears they are wrong.
If one is to make the effort to cater to those with a bit more life experience, what are the benefits and challenges? In general, older folks have more money and are willing to spend it to enhance the enjoyment of their lives, relief of pain, and moving off some meds. We are living longer so that group is continuing to grow. And the older folks rely on each other for recommendations for what to buy and from whom. And the “boom” was called that for a reason, there was a massive birth spurt in the 20 years following the end of World War II, so lots of those folks are still around and enjoying their golden years.
What is difficult in marketing to seniors and almost seniors? Many are intimidated to walk into a dispensary. Even once there, many are uncomfortable asking for assistance. Most have no clue about how to differentiate between strains (even indica vs. sativa) or administration methods even if they were users in their youth. Back in the day, those then-young folks often went to a sketchy part of town and handed over $10 for a dime bag of “weed.” That’s all we knew about what we were getting. And that’s regarding adult use cannabis.
Marketing to the over-50 crowd with medical cannabis is actually even more challenging. Why? Because a doctor’s recommendation is required, and most doctors do not recommend cannabis. Older patients also feel uncomfortable asking about it or suggesting it to their physician. Doctors still feel more comfortable prescribing traditional pharmaceutical treatments such as opioids and the like for pain and sleep.
All that said, as the study indicates, over 20% of the older generations have used pot in the last year, and it also found that 20% of those who used cannabis say they did so at least once a month. There are over 100 million Americans over age 50, including 76 million Boomers. So, extrapolating nationally, that’s 20 million older Americans who have used cannabis in the last year and around two million monthly users.
Who is catering to the grey-haired crowd? So far, very few. How to market to them? One idea comes from the pandemic – special (daytime) hours just for seniors with specially trained budtenders who will patiently explain various strains and potencies, and maybe a few discounts. Consider an open house for seniors. Offer some lower-THC level products for those getting started, or even hybrids with CBD. Consider vape “training” sessions akin to the ones seniors attend for tech basics in Apple stores.
Remember these were the “stop the war” protestors who spent days on a muddy farm in upstate New York enjoying great music and lots of weed. All they need? Easy access in a comfortable environment and information. Ok, go!
