WHAT’S CLOUDING CONSUMER JUDGEMENT?
From ingredients to brands, consumers are faced with a myriad of decisions daily when choosing types of products to use. These decisions are often driven by biases, or mental shortcuts, to help the consumer navigate the complexities of shopping. Yet, there are times when these biases keep consumers uninformed or narrow-minded about products on the market based on preconceived notions. Therefore, it is not at all surprising that the vast majority of consumers are overwhelmed and confused in trying to parse the claims and categories of products containing cannabis or cannabis-derived compounds, including cannabinoids like cannabidiol (CBD). The continued consumer confusion around the legality, safety, indications, and efficacy of CBD makes it a potentially high-risk proposition for producers (1). To give consumers more comfort and agency in their choices, there is a clear need for more consumer information and education around what CBD is, how, when, and why to use it, and risks associated with its use (2). Further, brands can demonstrate their knowledge and appreciation of CBD by carefully considering whether to include it in their products, and if so, which products. By including, or excluding, CBD in certain products, it shows that companies are listening to consumers’ wants and needs. For consumers, transparency on the rationale for including CBD into specific formulations, along with the inclusion of safety information detailing expectations and risks with the product, can quickly build an engaged and loyal consumer base in this rapidly evolving space.
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