Capitalizing on CBD: Seniors primed for nonintoxicating cannabis, but marketing needs to shift

Photo by Kristen Nichols

(This is an abridged version of a story that appears in the September issue of Marijuana Business Magazine.)

Talking about CBD in a nursing home? You’d better bring extra chairs and slices of cake for the overflow crowd. Your audience will be all ears.

That was the case at one northern Colorado nursing home that offered a lecture about cannabis and Alzheimer’s.

Consumers 54-75 years old made up a healthy 15% of recreational cannabis sales in Washington state last year, according to the 2018 Marijuana Business Factbook.

Compared to millennials – the largest age group buying recreational cannabis – baby boomers spend more in recreational stores and are less deal-driven than the younger shoppers.

Combine the aches and pains of aging with seniors’ concerns about taking too many pharmaceuticals, and it’s easy to see why CBD is taking off with older adults.

But CBD producers also need to change their marketing plans for the silver-haired crowd.

For tips on selling CBD to seniors, click here.

(This story appeared as part of a series on the CBD market. Catch up here with an overview of the CBD market, plus a look at the surge in selling CBD to athletes.)

2 comments on “Capitalizing on CBD: Seniors primed for nonintoxicating cannabis, but marketing needs to shift
  1. Anthony L. Almada, MSc, FISSN on

    Athletes, seniors…still no systematic evidence that “CBD”, or more appropriately, extracts of hemp [flower] that contain CBD (and numerous other potential bioactives) are effective for performance, painful joints, recovery, or chronic inflammatory conditions (or any other claimed benefit). Moreover, when “CBD” extracts are analyzed by expert laboratories (including FDA’s lab)–with validated methods and the results published in reviewed journals–all too often the hemp extracts contain ?9-THC, in variable amounts. Even Epidiolex® used in the clinical trials for its New Drug Application contained ?9-THC (<0.15%).

    Do we know what is mediating the effects at the center of countless testimonials extolling the benefits of hemp extracts ("CBD")? NO. However, this absence of evidence (apart from the evangelism) does not mean hemp extracts are ineffective (or unsafe) in humans. Simply stated, the pioneering company/brand would be wise to invest in a well designed clinical trial(s), with a sensory matched placebo, demonstrate safety and efficacy for its (unique) branded extract, and publish it in a reviewed journal. Better than a patent, and imparting confidence to consumer, clinician, and patient, be they athletes or silvers…

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