Cannabis operators are watching shops transform consumers unexpectedly.
Gen Z, the youngest legal buyers in the industry, were about to buy. They just shop around for more purpose and choice than other consumers.
“Very few people are going to just get high,” said Adrienne Airhart, director of operations at the high-end, alternative, two Los Angeles Cannabis Shops.
“Gen Z uses THC to work, to study, to deal with social anxiety. It’s part of their process.”
Since the buying habits of Gen Z of Gen Brok from the consumption patterns of cannabis depend on all ages, this method purposefully influences the product integration, pricing strategy and education at the sales counter of the sellers who are looking.
To counter the conventional wisdom that younger adults report using less marijuana, providers should focus on other demographics.
It also provides operators with an avenue for growth that does not rely on traffic and anticipating complex usage patterns.
Cannabis’ Real Generational Division
Recent consumer research shows clear generational differences in cannabis use with this issue of store layout.
Older adults continue to access marijuana at an alarming rate. According to a recent report, one in five adults 50 and older now use cannabis. More rest, sleep, pain relief and mental health as their main motivations.
Millennials, now in their prime, remain the top borrowers of legal cannabis, according to headset demographic data.
Their habits are strong
At the same time, Gen Z is coming of age while being defined by the culture of well-being, suspicion of anxiety and a broad pull from creatives.
In accordance with this context, gallop and other surveys of the country show young adults to drink less than the older generations, showing a preference for things that are simple, clean and easy to integrate into daily trips.
And that includes marijuana.
Gen Z’s complicated relationship with Cannabis
Gen Z faces the highest financial pressure of any generation. More than half of respondents to a recent poll said they were “very worried about not having enough money,” according to the American Institute.
High housing costs, constant inflation and student loan stress are pushing cannabis into the discretionary spending category. Young artists do less shopping and less shopping.
But they still want cannabis. 69% of adults aged 18-24 choose cannabis and alcohol, and 56% say they replace alcohol with thc, most often with low-fat edibles.
Many use cannabis only in certain situations, prioritizing heavy use and planning events, activities and budgets.
That is also strengthening. Budget constraints play a big role, but so do cultural pressures.
Cali Sober and High Thc: What kind of Gen th are you looking for from legal cannabis dealers
Airhart’s approach described the rise of “cali sober” and the change in social perception.
He said: “Weed is still cool, but smoking is not as bad,” he said. “Intentional use is obvious.”
“They treat cannabis as part of self-care, budget carefully, look for deals. Honestly, it’s part of the American experience.”
Young consumers are becoming more educated. They also ask about cannabinoids and terpenes and often come looking for specific results, she said.
Secondary cannabinoids such as thcv, which is sold by others as an effective THC Aid, and CBG, which is considered as an alternative to the new pharmaceutical drugs
Marketing has changed accordingly.
The advanced approach has created a category of Low Dose dedicated to the response to the growing demand for toxic products, which are harsh on the inside, something that was not available a few years ago.
Basket Mix reflects the same movement in purposeful, social use. Large format pots – such as 14-packs of the shop team – sell well to adults who are looking for light effects in society, anxiety relief or increased focus.
And gen z doesn’t hold back completely.
“A small crowd still wants to get high on THC,” he said, “but they’re not just selling flower and weed.”
“They want a big dose punch; otherwise, what’s the point?”
WHAT THE YEARS HAVE BROUGHT FOR Gen Z and the future
In general, the trends show a shift to simple, controlled usage.
Headsetsetset Demographic data shows that Gen Z spends less per trip, shops less often and buys Lower-Dose Skus at higher prices than older consumers.
Flowhub’s trends, summarized in the Hybrid Marketing 2025 report, highlighted young adults looking for drinks, ribs brands while shopping at relatively low prices.
Gen Z is also dependent on Vape pens for DEAPEET DEASH, low-cost edibles and microdosing drinks as well as tinctures, softgels and topicals that align with systematic self-care, according to flowhub.
And Gen Z also avoids putting on Candy-Like or “Party-forward”, preferring products that are like student life goods.
However, because only the upper part of the group (ages 21-27) can legally buy these products, these methods serve as initial indicators but with future demand how they can arise.
The cannabis industry can grow with gen z
The shopping habits of Gen Z have made room for new conversations, more informed customers and a wider range of products that meet people where they meet. That gives salespeople room to grow with their audience rather than drive away.
Stores dependent on education, effect-based strandising and friendly skus can find that these expectations support a stronger, more sought-after.
And because many young consumers still want high THC that offers long-lasting value, brands that name prices, regulation and purpose can be well placed as this generation grows into full purchasing power.
Cannabis marketers like Airhart see the opportunity brought by Gen Z not waiting for heavy consumption to return. Removed their product strategy and education to match the simple, purposeful food base.
