Conference Date: Wednesday, December 14th, 2022
Conference Description: On Wednesday, December 14th, we are hosting an end-of-year virtual insights confluence to mark new knowledge with lessons from a fast-growing field. This conference will pull together top stories in innovation from brands, consumers and technologists as we look back on the past four years of cannabis legalization in Canada and in other parts of the world with a comparative lens. Join data leaders from various global organizations as they discuss market forces, insights, innovations and corporate social implications for cultures, brands, workplaces, and societies around the world. (You will need to be aged 19 years and above to attend this event, or as the law applies in your jurisdiction.)
Thank you to our Cannabis Champion Sponsors the Canadian Marketing Association.
Stay tuned for the registration details on this page.
Conference Agenda – Each session includes interactive time for audience Q-A.
10 AM – 10:30 AM ET
Welcome and Opening Keynote Panels:
Four Year Look Back Look Ahead: What has Changed in Canada and the World?
Richard Carleton, Canadian Securities Exchange; Abi Roach, Ontario Cannabis Store; Axel Bernabe, New York State Cannabis Policy; Lucas McCann, CannDelta; Lone Knudsen Krogsbøll, Invest in Odense; Jarred Cohen, Canadian Chamber of Commerce; Ken Weisbrod, Heal Global Health; Axel Bernabe, New York State Office of Cannabis Management; Arundati Dandapani, Generation1.ca
Around the world in legal cannabis, what have been some regulatory strides and upheavals? How have the distinct market structures across North America and the world lent themselves to the current status of cannabis in each region? What more can we hope to achieve in the next few years?
10:30 AM – 11:30 AM ET
Spotlight on Users and Shopper Insights
Stories of Innovation: From Niche to Mainstream Cannabinoids
Mike Luce, High Yield Insights
Cannabis consumers continue to shop for THC content, consistently ranking THC among the top product attributes driving purchase decisions. Beyond THC and CBD, cannabis consumers have little confidence in understanding cannabinoids like CBN and CBG. Consumers stand to benefit if the industry can spread awareness and understanding of these and other so-called minor or novel cannabinoids. Findings from recent cannabis studies demonstrate a gap between the industry’s excitement and the perspective of most consumers. Examples drawn from recent product launches also show how novel cannabinoids are helping innovative cannabis consumer brands stand out in crowded categories. Data from a recent study of 1,400 current US cannabis consumers across 20+ adult use and medical states will address:
- Where THC and CBD content rank among purchase drivers, compared to other cannabinoids,
- Degree of familiarity with Delta 8, Delta 10, HHC, terpenes, and other cannabis compounds,
- Perspectives on Delta 8 and where cannabinoids are sourced,
- The profile of “cannabnoids savvy” consumers including demographics, spending patterns, product usage, and lifestyles.
Pricing Dynamics and Potency: Increasing Legal Sales through Tax and Potency Limit Reductions
Craig Worden and Mubashera Kothawala, Pollara Strategic Insights
What is the role of price and potency in the consumption of legal cannabis? Will price/tax reductions and THC potency improvements attract cannabis users to purchase legally rather than illegally? The cannabis industry is criticizing, and asking for reforms to, the current cannabis tax regime, as they say that legal cannabis prices are too high to effectively compete with illegal sources. This presentation will focus on results from a national survey that measures usage frequency, types / formats used, legal or illegal sources, perceptions of price and potency differences between legal vs. illegal sources, likelihood to purchase legal rather than illegal when faced with a range of different % price reductions and THC potency increases, in order to discern potential impact of these changes on legal source purchasing – and where the sweet spot is, generally speaking, on both fronts.
11:30 AM – 12:15 PM ET
Health is Wealth: Unlocking New Potential in Cannabis and Psychedelics
The Health and Wellness Cannabis Consumer – 15 mins
Robin Brown, Dig Insights
What does the American health and wellness cannabis consumer look like, and what marketing messages will help them overcome barriers to cannabis use? The typical 22-year-old “male stoner” might still run in the minds of US popular culture, but there is a new segment in the cannabis market that has not yet been met. The Wellness Consumer seeks alternatives to traditional medicine to help with physical and mental wellness. However, these consumers face challenges entering the market because of a lack of awareness and social stigmas surrounding cannabis use. Learn about who the Wellness Consumer is including their values and preferences and opportunities for brands to market their products to the growing cohort.
Psychedelics or Cannabis? What is the Difference and Why Does it Matter? – 30 mins
Dr. Philippe Lucas, SABI Mind
Drawing from the annual Canadian Psychedelics Study run by SABI Mind in joint cooperation with numerous associations and societies, Lucas will focus on key findings that distinguish psychedelics users from cannabis users and where the two industries are similar and different from consumer, business and regulatory perspectives. Importantly, the presentation will take a health and wellness lens to analyzing non-traditional medicine options in both markets / industries while offering the business and academic findings for safe psychedelics use, and comparing across North America.
12:15 PM – 1 PM ET
Future of Cannabis
Technology-First Cannabis Experiences – 15 mins presentation
Closing Keynote Panel:
Measurement Metrics, Compliance Trends, and the Next Decade in Cannabis – 30 mins panel discussion
Dr. Ruth Fisher, CannDynamics; Lilac Mandeles, TechforCann; Lisa Buffo, Cannabis Marketing Association; Arundati Dandapani, Generation1.ca
Thank you to our event’s corporate sponsors: