As a marijuana dispensary owner, you are no doubt aware of, but do not buy into, the common industry stereotype of a primary target demographic that is young, dumb, stoned, and on their way to 7-11 for a bag of Cheetos immediately after their purchase at your establishment. That’s the image that much of America has about the people patronizing your establishment. Stereotypes go a long way, especially for the uninformed. But never, ever make the mistake of slipping into that mindset when it comes to marketing your dispensary business. It’s important to understand the different demographics that visit your dispensary and the different ways to market to them. Seniors are a HUGE segment of the legal marijuana buying population! The baby boomers that grew up with weed in the 60s and 70s are incredibly curious and excited about the advent of legal marijuana. I see it constantly here in Colorado. No doubt you do, too.
Chris Taylor wrote a very telling piece that sheds light on legal weed becoming a new, relevant consideration for many seniors when deciding on a retirement location. It’s THAT important to many of them. Hell, I know I wouldn’t want to live in a prohibitionist state. Why would anyone who understands the benefits and effectiveness of marijuana want to spend their golden years in such a backward thinking place? Taylor writes, “The Mountain West – including Colorado, which legalized medical marijuana in 2000, and recreational use in 2012 – boasted the highest percentage of people moving there to retire, United Van Lines said. One-third of movers to the region said they were going there specifically to retire.”YOUR job, as a marijuana business owner, is to make sure that seniors feel comfortable and welcome in your establishment. Blacklight posters, incense, and dreadlocks might not always be the best way to accomplish this task. Now I have nothing against dreadlocks, but I also have nothing against shirts that say “fuck” on them, and I wouldn’t wear the latter to work if I thought I was going to be dealing with a senior clientele.