Cultural Intelligence

Cannabis Competing with Alcohol Among Gen-Z

Through our extensive strategic research within the alcohol industry, we’ve had the pleasure of working with renowned brands such as Ciroc, Havana Club, Chivas Regal, Budweiser, and more. One notable trend we’re observing, both in our alcohol sector work and broader research, is the increasing competition between cannabis and alcohol. This shift is largely driven by the younger generation's perception of cannabis as less harmful than alcohol and its associations with health and wellness.

Additionally, cannabis often allows individuals to maintain better control compared to alcohol, addressing a key concern among young people – control and maintaining a specific public image. As attitudes and preferences continue to evolve, brands must recognize that cannabis culture has become mainstream globally, significantly impacting their identity.