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SXSW 2021

Cannabis: Essential for Mainstream Marketers

Today, 1 in 5 U.S. adults consume cannabis or CBD, making it one of the largest and fastest growing consumer groups in the U.S. Far from being couch-surfing stoners, modern day cannabis and CBD consumers are a dynamic demographic. They’re relentless first-movers, making big plans, searching for new experiences and rewarding brands who help them feed their senses. Their size and shared attitudinal and behavioral attributes make them an exciting audience for brands in every consumer category. In this session, hear about the rise of the cannabis consumer from companies monitoring their purchasing behaviors and preferences. They’ll talk about how this data is leveraged by mainstream marketers and how traditional brands can reach new growth audiences to deliver results that the market demands.

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  1. Learn the diversity of the modern day cannabis consumer and what drives this new category of “Sensation Seekers”
  2. Understand how mainstream brands are tapping into cannabis consumer data to reach new growth audiences
  3. Engage in case studies of innovative cross-selling where brands find synergies with cannabis and CBD audiences


  • Liz Connors, Director of Analytics, Headset
  • Nicole Cosby, Chief Data and Compliance Officer, Fyllo
  • Steve Katelman, EVP Strategic Partnerships, Omnicom Group
  • Rick Maturo, Associate Director of Client Services, Nielsen


Gina Larson, Creative Director, Mattio Communications

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