Cannabis and community service might not seem like the perfect match at the onset.
However, Millennials and Gen-Z make up an overwhelming percentage of legal cannabis users—48% and 17%, respectively. And these demographics want to see the companies they support giving back to their communities. In fact, 81% of Millennials want to support companies that embrace corporate citizenship, while 86% of Gen-Z report being influenced in purchase decisions by a company’s sustainability practices.
Giuliano Gigliotti, an entrepreneur who works with multiple cannabis dispensaries, has made giving back a cornerstone of his marketing strategies. I spoke with him recently to get his take on how giving back can help a brand succeed.
Shama Hyder: Why is giving back an important element of your brand building?
Giuliano Gigliotti: I prioritize giving back with the companies…