This is an edited version of Business of Cannabis’ Ben Stevens’ perspectives on cannabis in 2026.
The medical cannabis sector’s positioning and communications strategies are set to continue evolving away from lifestyle branding toward medical framing, according to Michael Hoban, Head of Marketing & Communications at Prohibition Partners.
“As the cannabis industry continues to mature at speed, marketing budgets will face heightened scrutiny throughout 2026,” Hoban noted.
“Maximising ROI has become a central priority for industry leaders and marketers alike, replacing the traditional ‘use it or lose it’ approach that once dominated budgeting cycles. Today, every pound or dollar spent must be supported by clear, measurable outcomes, making demonstrable ROI not just desirable—but essential for strategic decision-making and accelerated growth.”
He also expects the medical positioning to accelerate in tandem. “As more European countries expand medical cannabis programmes and patient access, the market will continue to lean more toward medicine and wellness, rather than lifestyle/recreational. Although this lean is already underway, next year there’ll be even more room for marketing to shift—from alternative medicine to part of standardised healthcare, reinforced by the latest clinical evidence, patient case studies, and prescriber education.”
As markets mature, Hoban believes narrative will play an increasing role in cannabis marketing.
“Putting people and their stories front and centre creates a level of authenticity that truly resonates with audiences. By showcasing growers, patients, innovators, and community advocates, marketeers can highlight the real voices shaping the industry and build deeper emotional connections with their audience. These powerful narratives don’t just humanise a brand—they position a brand as a thought leader, elevating it far beyond being just another product on the shelf or another ancillary service.”
Rob Dale, Digital Marketing Manager at Prohibition Partners, noted that search behaviour reflects this medical shift.
“In 2026 Cannabis marketing and content will continue to move away from the ‘stoner’ content further towards science-based content,” Dale said.
“Search for casual terms such as ‘weed’ and ‘marijuana’ decrease, whilst ‘delta-9 THC’, ‘THCa’ and ‘CBN’ have seen massive growth and continue to become more popular.”
Dale also highlighted the impact of AI-powered search tools on industry content strategy. “AI search will ruin many brands who stick with the casual SEO strategy of dispensary near me or simply answering questions with no authority,” he said.
“With the introduction of AI search ‘About half of messages (49%) are “Asking,” a growing and highly rated category that shows people value ChatGPT most as an advisor rather than only for task completion.’ Most people are using this to ask questions and gain insights which means SEO strategy will be to create proprietary data and have expert sign off.”
#
