Seniors and Cannabis: A Growing Trend

Cannabis use among seniors in the U.S. has hit a new high. According to a study published in JAMA Internal Medicine, 7% of adults aged 65 and older reported using it in the past month.

The study highlights a changing profile of cannabis users, with increased use among older adults who are college-educated, married, female and have higher incomes. This could be due in part to increased availability with legalization in many states, decreased stigma and the aging of previous users into the 65+ age bracket.

No matter the reason, this study showcases a notable shift in demographics, which is helpful in continuing to destigmatize cannabis use.

More Seniors Are Turning to Cannabis

Arizona dispensary group Sol Flower, a product of CopperState Farms, has a location in Sun City, where the median age of consumers is 72.5. The staff there sees firsthand how older adults approach cannabis, from managing pain and sleep to just trying edibles for the first time.

“There are a few reasons we’re seeing more older adults embracing cannabis today,” says Cedar Cody, brand manager at cannabis producer CopperState Farms.

“A big one is the gradual breakdown of stigma,” she continues. “Many of these consumers grew up during the height of the War on Drugs, so their perception of cannabis was shaped by fear and misinformation. But today, with legalization, increased access, and normalization, they’re open to revisiting cannabis with fresh eyes.”

At the Sun City location, Cody notes that older adults are looking for comfort, wellness and quality of life. They’re not looking to get high. Instead, they’re turning to cannabis as a natural option for chronic pain, sleep issues or inflammation.

Seeking Education

Even though some of the older adults have been consuming cannabis for years, with all the different product categories out there, they still have questions. And this is where Sol Flower budtenders come in handy.

“We’ve found that the older demographic appreciates a welcoming, judgment-free space where they can ask questions and get clear, accurate information,” Cody says. “Our budtenders act as trusted guides, almost like personal shoppers, helping each customer navigate the wide range of products available.”

There are still regulatory limits on what the Sol Flower team can say directly, especially when it comes to medical claims, but it’s important that customers are provided with access to trusted online resources and educational tools. That way, older consumers can make informed decisions about their wellness journey.

Marketing to Seniors

And since most older adult consumers are looking for cannabis to help aid their medical problems, it’s important for brands to market their products differently and reach those shoppers.

“For older adults, it’s all about trust, clarity and community,” explains Cody. “While younger consumers may be drawn to flashy packaging or trend-driven products, older adults are more focused on reliability and wellness outcomes.”

Sol Flower executes this by leaning into the neighborhood dispensary feel, according to Cody, creating a space that feels familiar, safe and helpful.

“We also highlight functionality,” she says. “For example, rather than marketing with slang or heavy lifestyle imagery, we focus on how the product might help with joint pain or promote better sleep. And we recognize that many older adults are navigating this space for the first time, so we strip away jargon and meet them where they are.”

Catering to seniors is not only the right thing to do, but it can also help to boost your business.

“This demographic is growing, loyal and often prioritizes wellness,” Cody says. “By understanding and serving their needs, dispensaries can create lifelong customers who feel genuinely connected to the brand.”

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