REASONS WHY PSYCHEDELICS ARE ALL THE RAGE RIGHT NOW
Psychedelics are sprouting fast into the space with their medicinal treatments and strong branding choices. 1 in 3 consumers say that they approve of psychedelics, even if they wouldn’t try them personally. 42% of consumers say they plan to try them in the future, and that…is psychedelic, baby! (You knew that punchline was coming).
Psychedelics are a category of drugs that include everything from shrooms, to ketamine, acid, and DMT. They are associated with hallucinogenic experiences, but more have been exploring potential medicinal properties as they become decriminalized around the country.
Despite skepticism, 2 in 5 adults plan to use psychedelics in the future. Even if they wouldn’t do psychedelics, the sentiment is positive & people are curious.
33% think they’re great medical alternatives
30% are interested & want to know more
18% think they should be more accessible
12% would invest if given the opportunity
…And 12% are completely against them.
Source: OnePulse
In order to combat the taboo, psychedelic brands have to be strategic with their messaging & outreach. Here’s what they’re doing to come into the space:
Psychedelic brands are tackling a narrowed scope
Case Study: Numinus
Instead of toting themselves as “a cure for all” like marijuana companies, Numinus is trying to tackle a more narrowed scope. Numinus focuses on the major pillars within mental health care, allowing them to become experts within their field and connect further with those wanting to resolve specific target areas.
Psychedelic brands are aligning with consumer values around mental health
Case Study: Field Trip
Psychedelic companies like Field Trip got the timing right, as the continuous wellness boom has led to an increase in consumers focusing on how to innovate on their mental health, adapt it. 2020 was an unprecedented year, to say the least, leading to a spike in mental health needs, thus presenting an opportunity for psychedelic exploration.
Psychedelic brands are coming into the space with clear branding
Case Study: Psychedelic Water
Psychedelic brands know they can’t afford to make branding mistakes while they’re new to the space, so they’re coming in hot. Psychedelic Water hit the ground rolling, leaning on the term “Cali sober”, in an attempt to relate with their target market. Not to mention they went viral on TikTok, allowing them to reach the platform’s curious users.
Psychedelic brands are leveraging tech to accommodate consumers
Case Study: Homecoming
Tech works best when it listens to consumers, and that’s exactly what the app, Homecoming, has done. Homecoming understands that psychedelics, the human mind, and tech algorithms often don’t operate well together. In order to combat this, they developed an app that connects therapists with patients to minimize the disconnect.
The Implications:
1. Don’t try and do too much at once when launching a new product or service. Focus on a smaller range, and more niche target market and then expand from there.
2. Find out the problems your target audience is experiencing, and solve them. Don’t wait for them to tell you through feedback later down the line.
3. Social listening is your best friend when it comes to informing new products and services. Markets are competitive, so finding out exactly what consumers desire and dislike is crucial.
