National cannabis reform isn’t just changing laws—it’s changing minds. With nine states voting on marijuana laws in November 2016, acceptance of the psychoactive flower seems to be very much on the rise. Thanks to the fading “stoner” stigma, unexpected cannabis markets are popping up across the nation.

The cannabis industry is a forward-thinking one. It’s a lucrative market, but to reap the most from it, you have to keep your eyes on the horizon. Here are two emerging audiences that are poised to grow as recreational marijuana use becomes a facet of the American market. Keep them (and other potentially untapped demographics) in mind when mapping your cannabis personas and business plan.

People in the Workplace

Notice that this isn’t “people in the workforce.” It’s a given that some part of the laboring population will indulge in recreational marijuana. No, we’re talking about people in the workplace. As in, everyone from lawnmowers to CEOs to that weird guy Corey that’s a few cubicles over.

There are a number of people who find that they perform better at work when they’ve got cannabinoids in them. And while it might sound like a fib, cannabis can provide respite and energy for those suffer from anxiety. 

Being medicated at work might sound like the least productive thing ever. But as those in the cannabis industry know, the plant contains many useful components besides THC. For instance, CBD can provide pain relief and calmness without clouding the mind, and products made with Cannabis sativa can actually energize, lighten moods, and inspire creativity. Of course, it all depends on a person’s physiology, but products that facilitate a productive “high” are likely to find themselves in increasing demand in upcoming cannabis markets.

woman smoking cannabis joint

People With Medical Issues

The medical marijuana market shouldn’t come as a surprise to anyone. Recreational marijuana found a legislative foothold with medical marijuana, going all the way back to the Compassionate Use Act that passed in California in 1996. But while the market might seem well-defined, one shouldn’t discount the effect of mass legalization and reduced stigmas.

The scope of conditions cannabis can treat is impressive. It can help with AIDS, cancer, Crohn’s Disease, epilepsy, insomnia, and MS, to name a few. For a better idea, here’s a list of conditions required to obtain a MMJ license per state.

Getting a MMJ card is work. Not hard work, admittedly, but work all the same. With the effort barrier soon to dissolve and social acceptance soaring, there promises to be a whole new generation of medical users with a demand for specialized products.

Are You Targeting Your Ideal Cannabis Markets?

Once you start looking, it’s easy to see that there are more cannabis markets out there than the twenty-something skater. Recreational cannabis has implications for many people, from veterans to middle-aged couples to those who just don’t like drinking. With reform gaining speed, more and more people are going to be willing to try marijuana, and many (if not most) are going to find that they really, really like it.

Are you making the most of emerging audiences? 4Blooms has extensive experience in persona-based marketing—put us to work for you! We can help you be found seen with our digital marketing and SEO services. What are you waiting for? Let us help your cannabis business bloom today!