Why Do Consumers Use CBD? 4 Common Motivators

When it comes to managing their health, many consumers are actively seeking out alternatives to traditional medicine. Many factors are driving some consumers toward a DIY approach.

Enter CBD. This chemical compound is easily accessible, available without a prescription, and can help alleviate some of the most common issues consumers face. From stress and anxiety to pain and general wellness, there are a number of health-related motivators when it comes to using CBD. In our recent CBD marketing study, we asked respondents why they use CBD.

Let’s take a look at these common usage motivators and what they mean for you as a CBD brand.

Managing Stress & Anxiety

According to a recent poll from the American Psychiatric Association, stress levels in the U.S. are on the rise. Almost 40% of respondents said they were more stressed at the time of our survey than they were the previous year, and another 39% reported that their stress level was the same as the year before.

Between work, health, family, and finances, there is a lot for your average adult to be worried about. So it’s no wonder that people are looking for help managing stress and anxiety-related symptoms.

In light of the hurdles related to accessing mental health care and the stigma associated with seeing a therapist and taking psychiatric medication, CBD becomes an easy, hassle-free alternative to traditional medicine. In fact, 45% of all CBD users indicate that managing stress and anxiety is their number-one motivator in using the chemical compound.

Getting a Good Night’s Sleep

Getting the right amount of sleep is critical to maintaining a high quality of life. Sleep deprivation affects your brain; it leads to problems with decision-making, problem-solving, and can even contribute to mood swings and depression symptoms.

It affects your physical health, too. Those who are sleep deprived experience higher incidences of heart disease, kidney disease, high blood pressure, and stroke.

When your busy life fills up with anxiety and stress (see point one!), unwinding at the end of the day can prove challenging. CBD has been shown to help users get a better night’s sleep.

Avoiding the ill effects of sleep deprivation should be a compelling motivator for everyone to get a full, restful night of sleep each and every day. And CBD users seem to heed that warning; 39% of them use CBD products or supplements to help them get better sleep.

Related: Who are CBD Users? 4 User Groups You Need to Know

Relieving Chronic & Temporary Pain

CBD is a common solution for those facing both chronic and temporary pain. CBD is thought to alleviate inflammation and pain associated with a wide variety of issues, from post-workout aches to stiffness, and pain from conditions like arthritis.

Again, CBD provides a safe, viable, and easy-to-access alternative to traditional medicine. For those who are hesitant to take over-the-counter drugs to excess, CBD is a natural, plant-derived option.

And for many users, CBD has proven to be the only effective treatment. These users turned to CBD after trying more traditional treatments and are finally finding relief. Pain relief is a major motivator for CBD users; 34% use it to treat chronic pain, and 32% rely on it for relief from temporary aches and pains.

Additional Opportunities

While anxiety/stress, sleep deprivation, and pain are the three biggest motivators at present when it comes to CBD usage, there are other areas consumers seek out CBD that you can use in your marketing strategy. CBD can help to address a number of moderate to serious medical conditions.

For those undergoing cancer treatment, CBD can stimulate appetite, reduce nausea, and alleviate the pain associated with radiation and chemotherapy. Some early studies have even shown that CBD may aid in reducing the size of certain tumors. Despite these potential benefits, two-thirds of current users had no idea that CBD can help alleviate cancer symptoms.

Related: Common Misconceptions About CBD Explained

The chemical compound can also ease the side effects of opioid withdrawal. With more than 130 people dying each day from opioid overdose, the need to find ways to help people overcome their addiction is pressing.

Early research has shown that CBD can help reduce drug cravings and anxiety related to withdrawal. Current CBD users were similarly unaware of the benefits here, with 82% unfamiliar with the link between CBD usage and the easing of opioid withdrawal symptoms.

Finally, very few current users were aware that CBD could help reduce high blood pressure. A small study from 2017 found that acute CBD administration can lower resting blood pressure levels in healthy adults. Only 75% of current users were aware of this potential benefit.

Understanding why consumers turn to CBD products can help you market your brand more effectively. When you address your prospects’ pain points, you’re more likely to build trust and win loyalty with CBD consumers. Additionally, educating consumers about the lesser-known benefits of CBD usage can help position your brand as the leader in CBD treatment within these areas of focus.

If you’re looking for help in positioning your CBD brand as the right alternative treatment for consumers’ common concerns, let’s talk about the marketing approach that makes the most sense for you. Contact one of our CBD marketing experts to learn more or to get access to our report today.

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