New study quantifies the impact of COVID-19, with 56% of executives moving marketing spend to online events and digital media and 39% planning to scale-back staffing. Cannabis executives report slashing budgets and significant disruption to suppliers and services during the COVID-19 crisis, according to a new report published by Cannabis Business Executive (CBE) and cannabis […]
High Yield Insights
Curating Consumer Insights for the Cannabis Industry
Amid the COVID-19 pandemic and the rising wave of mass demonstrations sparked by the tragic death of George Floyd, we felt it most appropriate to provide some broader perspectives on the latest consumer thinking during this chaotic time. To that end, we have looked beyond our latest analyses and that of our peers in the […]
The Six Rs Of Product Strategy In A Downturn
As America recovers from a tumultuous Memorial Day weekend, attention will turn to the next notable dates on the timeline to what will hopefully be to a safer and more productive country. The end of the pandemic, while not necessarily near, can at least be better understood. On May 10, the New York Times ran […]
Four Rules To Marketing In The New Normal
To gauge the impact of the COVID-19 crisis and accompanying wave of “stay at home” orders, numerous market analysts have authored assessments for the cannabis industry. Following an initial surge, when will spending level off? What will be the new (albeit temporary, let’s hope) baselines for sales and consumer interest in the following months? Another […]
What’s on the mind of potential CBD consumers?
While the industry continues to weigh the impact of the latest shake-up by the FDA, potential adopters of CBD among non-users continue to eye the growing multitude of cannabidiol-infused products with interest and trepidation. For example, the warning letters issued in late November caused a stir in the industry – and may have had a […]
Update From Illinois
Those watching this space have seen commentary from High Yield about adult use legalization in emerging states such as Illinois. Having a presence in multiple markets across the country gives us a first-hand view into both mature markets and emerging markets like the Land of Lincoln. As Illinois became the first state to legalize adult […]
How Relevant Are Food Trends to Edibles?
Every year starting around Thanksgiving and stretching into January, predictions about the biggest trends for the New Year command headlines. Trend-spotters clamor for attention by declaring The Next Big Thing, be it augmented reality, urban agriculture, “cancel culture”, or mango lassi. This relates to a timely question for cannabis professionals: where should thought leaders look […]
Legalization looms in Illinois
As the Land of Lincoln poises for adult use legalization in mere weeks, emotions range from excitement to anxiety to frustration. The resulting public relations between the industry, state and local governments, interested consumers, and existing medical patients has turned into a murky quagmire. Regarding the latter, Illinois has never had a robust medical program. […]
Does anyone want cannabis mocktails?
Infused beverages – “drinkables” – make up a small slice of the market today but are among the categories expected to grow by leaps and bounds in the near future. Solving the ‘salad dressing’ effect has led to beverages that are palatable and effective. Innovators have pushed the possibilities of cannabis drinks as a novel […]
Data Points to CBD as Mental Health Treatment
In numerous studies, consumers report using cannabidiol as a palliative treatment for the symptoms of mental and emotional health issues. Consumers dealing with challenges such as anxiety, depression, and sleeplessness turn to CBD as a supplement if not outright substitute to over-the-counter products and prescription medications. My firm found similar results as our peers when […]
