What College Students Want From Marijuana Brands: Key Insights for Marketers

College students represent a significant and influential segment for marijuana brands, and understanding their preferences is crucial for effective marketing. This demographic is drawn to authenticity, transparency, and social responsibility. They tend to favor brands that align with their personal values, especially those that promote sustainable practices, support mental wellness, and advocate for legalization and social justice. Education is another key factor—students appreciate informative content about cannabis strains, dosages, effects, and responsible use. Rather than flashy ads, they respond better to educational campaigns that build trust and demonstrate expertise. Convenience and affordability also play major roles in their purchasing decisions, with many students seeking budget-friendly options, student discounts, and easy access via delivery or local dispensaries. A strong social media presence is essential, especially on platforms like Instagram, TikTok, and Reddit, where engagement through memes, short videos, and user-generated content can create lasting brand impressions. Additionally, many students appreciate community-building initiatives, such as on-campus events, partnerships with student organizations, or exclusive loyalty programs. They want to feel connected to brands that understand their lifestyle and challenges. Offering wellness-oriented products, such as low-dose edibles or CBD-infused items, can also appeal to students focused on stress relief and mental health. Marijuana brands that embrace transparency, prioritize education, and create genuine community connections are most likely to succeed with college audiences. By listening to their values and preferences, marketers can foster long-term loyalty and build meaningful relationships with a generation that values purpose-driven consumption.