Why cannabis industry must adopt standardized THC-potency labeling

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The cannabis industry has successfully captured the attention of early adopters, but long-term growth and mainstream acceptance require a strategic shift toward engaging the early majority.

To achieve this, the industry must reevaluate how marijuana is marketed, how consumers are educated and how product choices are communicated.

For many consumers, alcohol is a familiar and well-understood substance – they know its effects, how to dose it and how to integrate it into social and personal settings.

Cannabis, however, remains an unfamiliar landscape for many, leading to hesitation or avoidance.

To build a mental bridge between alcohol and marijuana, brands must frame cannabis in terms that resonate with liquor consumers, helping them translate their existing knowledge into the weed experience.

Many are actively seeking alternatives to alcohol, and cannabis should be positioned as a viable option.

Strain names alone do not resonate with most newcomers.

While connoisseurs might seek out Purple Kush or Sour Diesel, the average consumer is looking for solutions to specific needs – such as relaxation, sleep aid, stress relief or creative stimulation.

A more intuitive classification system based on effects, potency and cannabinoid ratios can make marijuana more accessible.

Clear cannabinoid labeling in simple, consumer-friendly language builds confidence.

Instead of overwhelming customers with complex percentages and terminology, brands should focus on providing enough scientific information to facilitate informed decisions without creating unnecessary confusion.

Ambiguity is not a good sales strategy.

Why a standardized approach would work

One of the biggest barriers for potential marijuana consumers is fear of overconsumption, often stemming from negative experiences.

Unlike alcohol, which uses ABV (alcohol by volume) to help consumers gauge intake, marijuana lacks a universal potency communication system.

A potential solution is a tiered THC-potency classification similar to alcohol’s ABV system.

By stating the dosage clearly – such as noting that a 23% THC, 1-gram pre-roll contains 230 milligrams of THC – brands can help consumers avoid making complex conversions.

Standardized potency labeling would help individuals regulate their intake responsibly based on desired experiences and tolerance levels.

The alcohol industry has long benefited from a standardized approach to serving-size awareness.

While overconsumption still occurs, ABV and serving-size guidelines provide a framework for responsible drinking.

The marijuana industry should adopt a “THC per serving” model to create a clear reference point for both budtenders and consumers.

When consumers understand their intake, they are more likely to feel comfortable integrating marijuana into their lifestyle, leading to greater mainstream acceptance.

The craft and premiumization movement in beer, spirits and coffee from the 1980s to the 2000s offers valuable insights for cannabis.

Craft beer challenged mass-market lagers by emphasizing quality, small-batch production and unique flavors.

Marijuana brands can apply this by highlighting terpene profiles, cannabinoid balance and artisanal cultivation methods.

The rise of high-end, small-batch spirits demonstrated how premiumization drives consumer interest.

Cannabis brands can replicate this by offering limited-edition products and terroir-driven strains.

Similarly, products such as kombucha and adaptogenic beverages have successfully carved out a niche in health and wellness.

The case for microdosing, wellness-focused language

Cannabis can follow suit by embracing microdosing and wellness-focused formulations to attract health-conscious consumers.

To move beyond early adopters, the marijuana industry must eliminate barriers of complexity, confusion and inconsistency in communication.

A standardized-potency framework would empower consumers to make informed choices. Wellness-oriented language will make cannabis more approachable.

Craft and premiumization strategies would elevate marijuana into a trusted mainstream product.

By focusing on clarity, quality and consumer empowerment, cannabis has the potential to become as seamlessly integrated into daily life as coffee, craft beer and wellness supplements.

However, success hinges on making it a welcoming and easily understood experience for the next wave of informed consumers.

Magnus Thorsson, Ph.D., is the founder of Rhode Island-based Canna Curious and a professor of cannabis entrepreneurship at Johnson & Wales University. He can be reached at magnus.thorsson@jwu.edu.