Over the past year, the rise of cannabidiol, also known as CBD, in everyday products has been meteoric. This substance, a derivative of hemp or cannabis plants, is being hailed for its medicinal properties. Brands and active users claim that it can reduce anxiety, help with trouble sleeping, ease the symptoms of physical pain, and even help with more severe conditions.
With all the excitement surrounding CBD, it’s established itself as a modern “miracle drug” of sorts. And the effects of this trend across industries are both real and very lucrative; analysts predict the hemp-derived CBD market will reach a projected value of $22 billion by 2022. Research and insights around the CBD market remain thin on the ground, especially from the consumer perspective. This webinar will dig deeper into this industry, examining the drivers behind the growth of CBD, consumer perceptions toward CBD and what it all means for brands.
View the recording to:
- Uncover the drivers behind the growth of CBD — covering shifting societal attitudes, government intervention and the evolution of health and wellness
- Explore consumer perceptions toward CBD — looking at consumer knowledge about CBD, their motivations to use it and their thoughts on its effectiveness
- Examine what this means for brands — how do brands, big and small, successfully navigate this nascent and unregulated space?
Katie Gilsenan, Senior Trends Analyst, GlobalWebIndex
Katie is a Senior Trends Analyst at GlobalWebIndex, an audience profiling company that runs the world’s largest ongoing study on the digital consumer in order to quantify the perceptions and behaviors of every connected consumer in the world.
She works as part of the Trend team, which leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer. Before joining, Katie worked at a branding agency advising large FMCG clients on brand strategy, insight and innovation challenges.
Sandy Livingstone, Head of Consumer Products, GlobalWebIndex
Sandy is Head of Consumer Products. He has long experience in global marketing strategy and especially in the use of consumer data to inform better business decisions. His career spans a number of roles consulting with the world’s biggest consumer goods companies on strategic projects from segmentation and loyalty to new market development and ecommerce optimization.