A new study shows a promising future for cannabis companies targeting Gen Z—the generation aged 18 to 24—who overwhelmingly prefer marijuana to alcohol. This young, digital native cohort is of particular interest to marketers, as they are heavily influenced by social media and are already reshaping everything from shopping to how society unwinds. They are also coming of age and entering the market with around $360 billion in disposable income, and at a time when more and more states are legalizing weed, while the cannabis industry is ramping up marketing efforts to reach them. For example, beer companies are launching products with THC, the psychoactive component of marijuana. Gen Z’s preference for weed is a shift, the study said, noting that between 2002 and 2008 this age group thought smoking cannabis once or twice a week was riskier than having five drinks; now, that perception has flipped in favor of cannabis, as young people use it for relaxation, sleep, emotional release, and fun. Still, the report stressed the dangers of marijuana, noting that young brains, which are still in a critical developmental phase until around age 25, are particularly vulnerable. The National Institute of Health warns that cannabis is linked to a high risk of schizophrenia, other severe mental illnesses, and cannabis use disorder.
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