Cannabis operators are watching an unexpected consumer shift transform retail.
Gen Z, the industry’s youngest legal consumers, are coming in to buy. They’re just navigating cannabis with more intention and selectivity than other buyers.
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“Very few people are coming in just to get blasted,” says Adrienne Airhart, director of operations at The Higher Path and The Other Path, two Los Angeles cannabis stores.
“Gen Z is using THC to work out, to study, to get through social anxiety. It’s part of their routine.”
As Gen Z’s buying habits break from the consumption patterns cannabis retailers have relied on for years, this intentional approach is influencing product mix, pricing strategy and education at the sales counter at retailers looking to grow sales.
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