A Visionary Approach to Germany’s “Re-Creational” Cannabis Market

A guest Article by Dr. Sebastián Marincolo, Author, Publicist, and Consultant for Strategic Communications and Band Identity

Germany’s decriminalization of responsible adult cannabis use in April 2024 marks a pivotal moment for the industry and society at large. As the country embarks on this new era, cannabis companies must develop a nuanced understanding of the German market and the diverse motivations driving cannabis consumption. 

This essay explores the multifaceted landscape of cannabis use in human history and today, emphasizing the need for businesses to move beyond simplistic notions of “recreational use” and embrace the deeper, more profound reasons why so many people have turned to cannabis.

Since April 1, 2024, adults in Germany have been permitted to possess up to 25 grams of cannabis in public and up to 50 grams in private. The law also allows for the cultivation of up to three cannabis plants per person at home. This new regulation represents a significant shift in German drug policy, aimed at reducing the burden on law enforcement and curbing the illegal cannabis market. While the current legislation does not allow for commercial sales, the government plans to conduct scientific pilot projects in selected regions to test licensed sales in the near future.

As regulations evolve, industry reports project that legal cannabis sales could reach substantial figures. However, to fully capitalize on this opportunity, cannabis companies must look beyond mere sales figures and develop a deeper understanding of consumer motivations.

Beyond “Dazed and Confused”: The Multidimensional High

After researching cannabis as an altered state of consciousness for more than 25 years, I describe its impact on the mind as “multidimensional.” Cannabis varieties containing THC induce a wide range of effects on consciousness, varying based on dosage, strain, product type, method of consumption, mindset, and setting.

A critical assessment of hundreds of user reports based on story and report collections like those of my late mentor and friend, Harvard Assoc. Prof. Lester Grinspoon reveals a broad spectrum of effects. Cannabis users including notable figures like poet Charles Baudelaire, jazz legend Louis Armstrong, and German philosopher Walter Benjamin have reported many mind enhancements during a high: they describe a high as bringing them into the present moment, increasing bodily awareness and nonverbal communication. Some experience an enhanced ability to visualize and to imagine, which chefs, for instance, have used to create new recipes. While some users face short-term memory issues, often due to overconsumption or the use of sedative cannabis varieties, others report improved episodic memory recall. Mental states can fluctuate, with some users experiencing rapid, associative thoughts, while others find clarity and tranquility, likely influenced by dosage and strain. 

Time perception may be distorted, either slowing down or speeding up. Cannabis often increases body awareness, making users more sensitive to physical sensations. Emotionally, it can lift moods and reduce anxiety, though excessive doses may trigger panic. Many report heightened introspection, enhanced creativity, and profound sexual experiences.

Overall, a cannabis high is a complex and varied experience, offering benefits under the right conditions but also carrying potential risks. A “high” is far more than just being “happily dazed and confused”; it has multidimensional effects on mental abilities, holding great potential for personal growth alongside certain risks. 

The CLIMB Market – Cannabis for Life Improvement & Mindful Balance

While many consumers may currently still seek a “couch-lock” high to just escape stress, to relax, and to induce euphoria, cannabis companies should guide customers toward those life-enhancing cannabis uses rather than reinforcing escapism and cannabis abuse disorder (CUD). 

As society gains a deeper understanding of cannabis’s healing potential and the dangers of alcohol, millions will start exploring cannabis as a catalyst for meaningful life changes. The recreational market should be reimagined as a “re-creational” market, where users seek to re-create and to re-invent themselves, using cannabis not just for relaxation and bliss but also to enhance creativity and personal growth.

I call this the CLIMB market (Cannabis Life Improvement & Mindful Balance), where companies help users elevate their lives. In California’s more mature CLIMB market, we already see cannabis yoga classes, Elevated Retreats combining meditation and nature immersion, high-life drawing, pottery, art classes, cannabis-enhanced breathwork sessions, self-care workshops, cannabis music festivals, and cannabis products designed to enhance sexual pleasure.

Most of these applications are not new. Ancient Hindu texts reference cannabis as a sacred plant used by yogis for focus and enlightenment, and we know about Tantric rituals involving detailed instructions about cannabis to enhance sexual experience. In medieval Islamic cultures, Sufi mystics consumed cannabis to enhance spiritual contemplation. 

Even in Western intellectual traditions, figures like poet W.B. Yeats and German philosopher Ernst Bloch used cannabis for their work and described in detail how cannabis altered their perception, thinking and creativity. As Germany integrates cannabis into mainstream society, businesses should respect and embrace this cultural depth. Simply mimicking outdated „stoner culture“ marketing will not resonate with today’s sophisticated and diverse consumer base.

The Future of the Cannabis Market in Germany

Several new and favorable regulations for the medical cannabis market took effect in 2024, including the declassification of cannabis as a narcotic, leading to rapid growth in patient numbers. Despite the possibility of a conservative CDU-led government shaping future policies, many experts believe the medical sector will continue to expand quickly.

I will not speculate here on the future of Germany’s model projects for recreational sales, cannabis social clubs, and home-growing regulations. However, companies must stay well-informed and will have to closely follow political debates in the next months. 

For both German and international companies looking to enter the emerging market for responsible adult use, targeting the CLIMB segment is key. While mindful cannabis consumers may not yet represent the largest market share, history and developments in mature markets like California and Canada suggest rapid growth.

As AI reshapes society, many individuals will seek tools for personal transformation. Now is the time for companies to build visionary brands that help consumers transition from abuse to mindful, life-enhancing cannabis use. This includes offering a diverse range of high-quality strains, advanced accessories like vaporizers, and scientifically backed education.

The Path Forward: Education and Differentiation

For cannabis companies to thrive in Germany, brand vision and education will be essential. Businesses should invest in:

1. Purpose-driven branding: Aligning brand values with deeper consumer motivations.
2. Engage in Scientific Studies (including Citizen Science Projects) to better understand users and their motivations
3. Consumer knowledge: Providing accurate, science-based information on cannabis effects and benefits, avoiding overpromising misleading claims based on weak observational studies.
4. Product differentiation: Developing and marketing products tailored to specific experiences and outcomes.

By taking this approach, companies can help to foster a responsible and informed cannabis culture in Germany, moving beyond outdated stereotypes and embracing cannabis’s full potential as a tool for personal growth and well-being. 

Make no mistake: this is a challenging path, requiring companies to be highly informed and balanced in their communication. Businesses entering the CLIMB market must seek evidence for their claims beyond clinical studies, which means navigating a complex field of nuanced investigation. 

Additionally, they should understand that many individuals currently seen as “recreational users” are, in fact, self-medicating with cannabis to treat conditions such as ADHD, trauma, sleep disorders, or other medical issues. These users should be helped to better understand their true motivations and, in many cases, redirected to medically guided use or other therapies, if needed. 

Conclusion

As Germany enters a new era of cannabis legalization, businesses have a unique opportunity to shape the industry’s future, and to change the way many consumers are using the plant. By recognizing and addressing the full spectrum of human experiences that cannabis can enhance, companies can build lasting consumer relationships and contribute to a more sophisticated understanding of cannabis use. 

The influential economist Peter Drucker once said, „The best way to predict the future is to create it.“ Cannabis companies that embrace this mindset will be best positioned to thrive. 

About the Author 

Dr. Sebastián Marincolo is an internationally renowned non-fiction author, publicist, speaker, and strategic consultant specializing in communications and brand strategy. He studied philosophy under the guidance of Manfred Frank, William G. Lycan, and Simon Blackburn—some of the most influential philosophers of their time—earning an award-winning doctorate in the interdisciplinary field of neurophilosophy.

For over 25 years, Marincolo has researched the mind-altering potential of the cannabis high, publishing five books and numerous articles. He served as Director of Communications & Marketing for one of the largest cannabis producers in the world in the medical cannabis sector. Previously, he worked as a creative director, copywriter, expert blogger, and photographer with international clients from the cannabis industry, NGOs, and various other sectors. His work has been featured in national and international media outlets such as SPIEGEL-ONLINE, ZDF-3sat, SWR-1, and Aidan McCullen’s Innovation Show, reaching millions worldwide. As a consultant, he currently offers the Masterclass “The Mindful High”. 

Disclaimer: Bylines by external contributors must not reflect the opinion of the editorial team. If you want to contribute as an external expert please reach out to redaktion@krautinvest.de.