CBD has become a buzzword in recent years, and for good reason. This non-intoxicating compound found in cannabis plants has been shown to have a wide range of therapeutic benefits, from reducing anxiety to alleviating pain. While CBD products are popular among a variety of age groups, there is a growing opportunity to market CBD to the elderly population. However, there are also some unique barriers to consider when marketing CBD to seniors.
CBD has shown promising results in treating a range of conditions that commonly affect the elderly, such as chronic pain, arthritis, insomnia, and anxiety. CBD is also non-addictive and has minimal side effects, making it a safe option for seniors who may be on multiple medications.
Additionally, the elderly population is growing rapidly, and there is a significant market for products that cater to this demographic. By tapping into this market, CBD companies can increase their customer base and profits.
One of the main barriers to marketing CBD to the elderly is the stigma associated with cannabis products. Many seniors may have grown up during a time when marijuana was illegal and considered taboo, making them hesitant to try CBD products.
Another barrier is the lack of education and awareness about CBD among the elderly population. Many seniors may not understand what CBD is or how it differs from marijuana. This lack of understanding can lead to hesitation and resistance to trying CBD products.
To effectively market CBD to the elderly, companies must understand the unique needs and concerns of this demographic. Here are some marketing strategies to consider:
Use simple and clear language: Many seniors may have trouble understanding complex marketing messages. Use simple language and clear visuals that demonstrate the benefits of CBD.
Partner with healthcare professionals: Partnering with healthcare professionals, such as doctors and nurses, can help build trust and credibility with the elderly population. Healthcare professionals can also educate seniors about the benefits of CBD and how to use it safely.
Leverage online platforms: While some seniors may not be tech-savvy, many are active on social media and other online platforms. Use these channels to reach and engage with your target audience.
Offer education and support: Providing educational resources and support can help overcome the barriers to using CBD. Offer webinars, online tutorials, and other resources to help seniors understand the benefits of CBD and how to use it safely.
By using these marketing strategies, CBD companies can effectively reach and engage with the elderly population, providing relief from common health issues. Marketing CBD to elderly can be fun and rewarding for both companies and consumers alike, as seniors can benefit from the therapeutic properties of CBD, while companies can expand their customer base and profits.
CBD Case Studies
- In 2019, AARP (American Association of Retired Persons) conducted a survey that found that 44% of older adults were interested in trying CBD products for medical purposes.
- AARP subsequently launched a website that provided information about CBD, including its potential benefits and risks, and a directory of CBD products that had been verified by an independent third party.
- The campaign was successful in building trust among older adults by providing them with reliable information and product recommendations.
- Lesson learned: Providing accurate and trustworthy information about CBD is essential in building trust with older adults. Companies should prioritize transparency and third-party verification in their marketing efforts.
- In 2019, Select CBD partnered with Martha Stewart to launch a line of CBD products targeted at older adults.
- The campaign emphasized the benefits of CBD for pain relief and stress reduction, and highlighted Stewart’s reputation as a trusted lifestyle expert.
- The partnership was successful in attracting older adults who were interested in trying CBD but may have been hesitant to do so without a trusted celebrity endorsement.
- Lesson learned: Partnering with trusted influencers or celebrities can help to build credibility and attract older adults who may be hesitant to try CBD products.
- In 2018, Green Roads launched a campaign to educate senior citizens about the benefits of CBD products and how to use them safely.
- The campaign included free educational seminars at senior centers and assisted living facilities, as well as discounted CBD products for seniors.
- The campaign was successful in building awareness and trust among older adults, and in driving sales for Green Roads.
- Lesson learned: Providing free educational resources and offering discounts can be an effective way to build trust and attract older adults to CBD products.