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6 Things Your Customers Want — and Need — to Know About CBD


By White Buffalo Hemp Company | December 12, 2019

One in seven American adults currently uses some sort of CBD-infused product, and that number is only expected to grow in the coming years. As public perception and legislation around cannabis become more accepting of the plant’s many uses, consumer interest in cannabidiol is skyrocketing.

This industry growth alone is great for CBD companies everywhere, but what’s more — nearly half of all CBD customers conduct online research before purchasing a product.

This creates the perfect opportunity for you to answer their questions, position your business as a source of authority, and increase brand awareness. We call that a win-win.

Read on for six things your customers want — and need — to know about CBD before making a purchase.

1) CBD Will Not Get You High

CBD is not to be confused with THC. While both are found in the Cannabis sativa plant, they are not the same thing. CBD is best known for its medicinal properties, while THC is famous for its psychoactive effects.

Here’s a simple way to think of it: Cannabis itself isn’t what gets someone high. It’s the THC in cannabis that does.

If THC isn’t present in a given product — as is the case with all federally legal CBD derived from hemp (more on this regulation later) — users won’t experience any psychoactive effects.

2) You Can Consume CBD in Multiple Ways

Customers can get their CBD in a variety of forms. As the industry continues to grow, there’s a CBD product for just about every lifestyle.

Here are a few of the most common ways to take CBD:

Through oil extracts that are smoked, added to food, or taken directly

In easy-to-swallow capsules or pills

As part of baked goods or other edibles (chocolate and gummies are especially popular)

Through topical lotions and cosmetics

In flavored beverages

And more — product innovation is a key part of the burgeoning CBD industry

3) CBD is Not Thought to be Addictive

According to the World Health Organization, CBD doesn’t exhibit any effects indicative of the potential for abuse or dependence. In short? You won’t get addicted to cannabidiol products.

This is especially great news for people who use CBD to combat health complications like insomnia, as many of the medications and supplements they require to live a normal life can become addictive over time. No one wants to be put in the middle of such a terrible trade-off — and it looks like CBD might just be an answer.

Before your customers go celebrating and consuming all the CBD they can get their hands on, though, it’s important to remind them that we still don’t have a lot of research on its long-term effects. The WHO has declared CBD generally safe for human use, but the FDA continues to research its interactions with other drugs.

It’s always a good idea to remind consumers who might be taking additional supplments or medications to check with their doctors before starting anything new.

4) CBD Might Have Health Benefits — Especially for Inflammation

First thing’s first: It is illegal to make unresearched claims about CBD, just like any other supplement. Marketers can’t overtly say that CBD will cure any disease — and research on the long-term health benefits of cannabidiol is still in its infancy.

With that said, studies do indicate that CBD shows promise when it comes to improving mental and physical wellbeing. In fact, more than 40% of current CBD users say they utilize it for pain management — and the very first cannabis-derived medicine, called Epidiolex, was recently approved by the FDA to treat seizures.

Here are some of CBD’s proposed health benefits:

Reduce inflammation: In studies with animal models, CBD has been shown to decrease inflammation. This could be promising for the nearly 50 million people who suffer from diseases associated with chronic inflammation — like heart disease and several autoimmune disorders — in the United States every year.

Ease chronic pain: Some researchers suggest that cannabidiol interacts with the brain’s cell-signaling process in the endocannabinoid system (ECS). In short, this means that CBD might be able to inhibit chronic inflammatory and neuropathic pain.

Mental health: CBD is linked with an increase in mental wellbeing. It’s thought to alter serotonin signals in the brain that can help calm excess stress, anxiety, and depression.

Insomnia and sleep disorders: Turns out that CBD might help people fall — and stay — asleep. In a nation where more than a third of the population is estimated to be sleep-deprived, this could be a game changer.

We’re excited for research on CBD’s health benefits to continue gaining traction — but in the meantime, your customers are probably still a bit skeptical.

Many CBD consumers worry about product safety and purity since supplements aren’t regulated by the FDA, and questions about the most effective dose pop up frequently… with no straight answer given.

In addition, some researchers believe that cannabidiol might raise levels of certain other medications in the blood. This causes concern for many.

The best thing you can do for your customers — and your business’s bottom line — is to be open and transparent about your CBD product ingredients and manufacturing process. The more information you can provide about what your consumers are putting in their bodies and how it might improve their lives, the more trust and interest you’ll build.

The 2018 Farm Bill removed hemp (cannabis with less than a 0.3% THC concentration by dry weight) from the definition of marijuana in the Controlled Substances Act. This makes it federally legal to buy and sell CBD in the United States, but some states have their own specific regulations about the CBD market.

Here’s how your customers can play it safe.

Confirm the origin of all CBD they purchase: All legal CBD must come from hemp, not marijuana. Marijuana is still illegal in Schedule I of the Controlled Substances Act.

Look for a certificate of analysis (COA): A COA from an independent lab can help your consumers verify that their CBD product really is what it claims to be.

Double-check their individual state’s regulations: It’s always better to be safe than sorry when it comes to matters of the law. Before your customers purchase CBD in a given state — and before you sell to them — make sure to double-check the local restrictions and regulations. And stay updated regularly, because they’re always changing.

6) CBD Continues to Grow in Popularity

Public perception of CBD products is becoming more positive — in a recent study, only 7% of respondents said they have an unfavorable view of the chemical compound.

As federal regulations loosen and consumers continue to take an interest in cannabis-derived products, we’re seeing CBD become accepted as a normal part of the American lifestyle. It’s no longer a taboo limited to a thin sliver of the population — instead, it’s taking the world by storm.

Three years ago there were almost no Google searches tracked for CBD or cannabidiol, but today more than 6.4 million people search for it each month. What’s more? Search volume is projected to increase by another 117% this year. That’s what we call growth.

White Buffalo Hemp wants to make it easier to navigate the quickly changing world of CBD. You can find more CBD resources on our blog, and don’t hesitate to reach out to us directly with any questions. We’re here to help!