Imagining Futures for Regulated Cannabis Use
Market Research, Strategic Foresight, Speculative Design
January 2023
Introduction
As regulated cannabis use expands with legalization across the United States, many industry leaders, pioneers, consumers and canna-curious individuals are asking themselves, 'what's next?'
This futures exploration proposes a few possible consumer product-focused scenarios for cannabis and cannabinoid use and consumption in the next 5 years, based on current trends and varying external factors in industry and relative environments.
The goal of this exploration was to prompt curiosity and discussion on what is possible within wide-spread cannabis retail and consumption, to shape the ongoing narrative of what is desired in the regulated industry and its potential growth.
“The U.S. market for cannabis beverages will reach $1 billion in sales by 2025”
Brightfield Group, 2022
A Corporate Cup of Holiday Chill. 2028.
Concept design for Future of Cannabis: Starbucks Holiday Cup. For concept purposes only. © 2023
With much excitement, Arya shuffles through the holiday crowds to reach the counter and pick up her pre-ordered soy Pumpkin Spice Latte from the Starbucks kiosk. It's exactly what she needed after a long day of virtual and in-store holiday shopping this cold Saturday afternoon, but her excitement is not led by getting her hands on something that will warm her up, or getting another taste of her favorite seasonal latte, it's the recent launch of offering cannabinoids in any adult-purchased drinks at Starbucks.
With the federal legalization of cannabis, many major food and beverage retailers, like Starbucks, are now offering or proactively adding cannabinoids, like CBD, CBG, CBN, and even THC, to food and beverage products for adult consumers -- "Those Dunkin's 'Monster' THC Donuts my friend brought to the Halloween party were delicious, I should see if Cinnabon has something similar," Arya thought to herself.
Though a custom drink order to add 10 or 20 milligrams of broad spectrum CBD or THC requires her to show her driver's license in-store or enter her information in her Starbucks app to provide proof of age, Arya feels the added step is worth the convenience of improving her holiday shopping experience and personal wellbeing.
"People use cannabis to relax and as a crucial element of a health and wellness routine, and we should encourage people to share the benefits cannabis brings for them.”
Ross Lipson, CEO of dutchie
Educating At-Home Alchemists. 2028.
Concept design for Future of Cannabis: Cannalchemist. [Not a real company] For concept purposes only. © 2023
As consumers learned more about the use and benefits of cannabis beyond its psychoactive effects in the mid-2020s, microdosing cannabis became a preferred standard for consumption, and companies, like Cannalchemist, now offer solutions that allow consumers to be in control of customizing their own dosage to fit their varying health and wellness needs.
Cannalchemist, which recently launched their "canna-tonics" starter kits in early 2028, provides consumers tincture bottles of individual cannabinoids, along with instructional and educational guides, crafted by cannabis medical experts, to help them get started in responsibly creating their own "canna-tonics" at-home.
Through digital purchase and subscription, consumers can acquire kits and tincture refills, while receiving expert-led virtual and augmented instruction on how to combine cannabinoids to address particular health or wellness needs, like anxiety or chronic joint pain. These oil-based "canna-tonic" solutions can be taken orally as-is, or added to any preferred beverage for a more flavorful consumption with ease.
"In addition to the potential use of cannabinoids in the treatment and prevention of skin cancer, cannabinoid compounds and derivatives are of interest as potential systemic and topical applications for the treatment of various inflammatory, fibrotic and pruritic skin conditions”
Ramer and Hinz, NLM
"Cannabinoid Compounds as a Pharmacotherapeutic Option for the Treatment of Non-Cancer Skin Diseases"
Next Phase in On-the-Go Skin Treatment. 2028.
For concept purposes only.
Like its mid-2020s predecessor, hydrocolloid bandages and patches, cannabinoid patches are having a moment in dermatological care right now, finally being recognized as an additional medically-effective treatment for skin conditions, like acne, eczema, psoriasis, and even select forms of skin cancer.
This transdermal method of delivery allows cannabinoids to be absorbed through the skin, and directly into the bloodstream, helping to discreetly reduce the swelling, redness, and pain associated with various conditions, while on-the-go.
After the federal legalization of medical cannabis use in 2027, these compound cannabinoid patches can now be easily accessed by consumers of various ages across the United States through medical prescription, or purchased in major retail stores in states where the use of Delta-9 and recreational cannabis is legal.
Which future scenario do you prefer, if any? What would you like to see for in the future of regulated cannabis consumption?