How Gen Z Is Redefining Cannabis Culture

If Millennials helped normalize cannabis, Gen Z is rewriting its rulebook entirely. This generation drinks less alcohol, smokes fewer cigarettes, and is increasingly drawn to wellness-driven, sustainable lifestyles. And cannabis fits into that narrative: not as a rebellious vice like it once was, but as a plant-powered tool for balance, creativity, and community.

They’re also reshaping how brands market, package, and even grow their products. From solventless edibles to sustainable packaging, Gen Z’s influence is impossible to ignore.

So what exactly does the youngest adult generation want from cannabis? We asked three industry leaders for their take.

Discretion meets innovation

While Millennials and Gen X-ers grew up around cigarette culture, which was a natural gateway into joints and blunts, Gen Z is more likely to pick up vapes or edibles. 

“Many Gen Z-ers are in college or still live with roommates or parents, which means they gravitate toward compact and odorless products for discretion and convenience,” said Chase Dawson, Director of Digital Marketing at Mango Cannabis. 

“This demographic is also very familiar with e-cigarettes, so they are more comfortable using e-smoking devices that are constantly being innovated, whereas older generations are used to harsher smoking products on the lungs like cigarettes and cigarillos.”

Still, infused pre-rolls are also a favorite: ready to use, more potent, and no grinder or glassware required. With tighter budgets than older generations, Gen Z shoppers are also value-driven, opting for cost-effective formats that deliver consistent results.

Cannabis as identity

For Dawson and team, the shift goes beyond products.

“Gen Z has reshaped the way we think about cannabis retail. For them, cannabis is more than a product,” Dawson said. “It’s an extension of identity, values, and lifestyle. They want to know: Who grew this? What communities does this brand support? Is it women-led, minority-owned, or committed to giving back?”

These questions directly influence how Mango continues to build as a brand. Budtenders are trained not only on the products themselves, but also on the initiatives and values behind the brands they carry. Inside Mango stores, the staff prioritizes sustainability, from using glass jars and digital menus to reduce waste to replacing plastic exit bags with paper alternatives. 

“Community impact is equally important to us. When flooding devastated Texas and New Mexico earlier this summer, our staff donated pallets of water for disaster relief,” Dawson said. 

“Later this month, our New Mexico team will be cleaning up the desert near the border, removing tires, mattresses, and other debris from the landscape. We also collaborate with brand partners to support nonprofits and charitable causes year-round. This month, for example, we are donating to local Breast Cancer Foundations in each state we operate in.”

That ethos echoes across the industry. Co-Founder of Juana Rachel Xin didn’t build her brand around any particular audience. Instead, she built it around her team’s values: clean processing, eco-conscious packaging, and products that authentically connect. 

“Gen Z values both ritual and convenience, so we believe that products that fit seamlessly into daily life while supporting mood or wellness resonate strongly,” Xin said. “And what’s interesting is that this generation chooses products as an expression of themselves, reflecting personal style and identity, whereas Millennials tend to prioritize experiences over products. I believe that Juana is at the intersection of both.”

Microdosing, mood, and mindfulness

Beyond format and social responsibility, Gen Z also thinks differently about dosing. Low-dose edibles, functional formulations, and solventless options are growing fast, and Juana’s product line reflects that.

“Gen Z seems to resonate with approachable, functional cannabis experiences, which aligns perfectly with what we do,” Xin said. “Our collection is designed around effects: Recover, Arouse, Focus, Sleep, Calm, and Uplift. Our solventless edibles, ratioed vapes, and curated pre-rolls are especially popular because they give people control, consistency, and a mindful experience. For edibles, we bring in the solventless approach using premium live ice water hash, and we even enhance the effects further with herbal and adaptogenic ingredients.”

This reflects a generational shift: where Millennials may have prioritized “the experience,” Gen Z is integrating cannabis into their everyday rituals as a tool for wellness and self-expression.

Memes, TikTok, and IRL community

With cannabis marketing still heavily restricted, brands are finding innovative ways to connect with Gen Z.

Dawson says Mango relies on education and workarounds, especially when it comes to social media, where restrictions make it particularly challenging to connect with audiences. 

“Some social media platforms, like X, are more lenient on what can be posted,” Dawson said. “However, Meta-owned channels like Instagram and Facebook’s restrictions are inconsistent and make it very difficult to keep our profiles sustained, even when we follow their user guidelines. TikTok is a unique case because you can post cannabis content, but you have to censor cannabis words and phrases and leave out footage of cannabis for the most part.”

Mango follows many other cannabis influencer approaches by using plant gardening terminology to work around this and focusing on customer service rather than products. They also incorporate educational content into their offerings to highlight the benefits of cannabis and its potential to bring communities together.

Vice President of Marketing at Spherex, Katie Mattox, adds that Gen Z is the first true social-native generation. As a result, influencer partnerships are key.

“We’ve been pouring into influencer programs this year, focusing on lifestyle creators like athletes, skateboarders, EDM artists, and cannabis influencers,” Mattox said. “Gen Z appreciates aesthetics and wants something they can take pics of or share on their social.”

That focus on culture extends offline, too. Juana hosts Take Care Club wellness events, while Spherex’s beloved Skate With Spherex parties show how brands can build real-world communities.

Buying behaviors

Gen Z may have less disposable income, but they spend wisely. They research terpene profiles, lean toward terp-rich strains, and select brands that align with their values.

“We’ve found that Gen Z really puts the power behind their dollars; they support brands that align with their political and ethical beliefs,” Mattox said. “They’re also more likely to care about transparency, social responsibility, and diversity. Since they’re on a budget, they’re very aware of what they spend, and they want to spend wisely and consciously in a way that aligns with their values.”

In turn, Spherex tries to do whatever it can to give back to its community.

“We have a Spherex and Service program, with the pillars of LGBTQIA+, clothing, housing, and food,” Mattox said. “It blew up so much more than we expected. Our shoppers really love giving back, and we come away with buckets for donations.”

Feeding cannabis plants

Growing for the next generation

At Humboldt Seed Company, we’ve always believed in cannabis as a cultural force, not just a crop. Gen Z’s preferences for terp-rich genetics, sustainable practices, and community-minded values reflect the same ethos that’s guided us for decades.

This generation’s curiosity and conscience are raising the bar for cannabis, and we’re excited to be part of it. From developing genetics that bring out unique terpene profiles to championing sustainable, ethical growing, we see Gen Z as partners in pushing the plant forward.