From Disaster to Disruption: How CBD Businesses Endured and Evolved From the Pandemic

The COVID-19 pandemic had a profound impact on businesses across various industries, and the CBD sector was no exception. CBD brands faced numerous challenges, from canceled events to disrupted supply chains and shifting advertising landscapes. However, these setbacks prompted the industry to adapt, evolve, and emerge even stronger. Companies have demonstrated resilience and adaptability in navigating the crisis on a level they would have thought unimaginable and unattainable even just a few years ago.

I know, because, as the founder and CEO of a CBD company based out of California, I experienced this firsthand. I wanted to talk about some of the most significant challenges we faced during the pandemic and some of the most transformative changes that helped companies like mine grow.

Unforeseen Challenges in the CBD Market

The CBD industry had high hopes for 2021, with companies making elaborate plans for major events and other marketing opportunities. However, the pandemic showed us how quickly our plans could change at the drop of a dime.

Canceled Events and Missed Marketing Opportunities

For us, one notable example was the cancellation of the inaugural High Times Hemp Cup, which is the world's leading competition to find the best hemp products. Cultivators, brands, and hemp processors travel from all across the country to attend this event. The year we were supposed to be the title sponsor is also the year the event would have taken place on the same weekend as SXSW. Both events would have brought a combined total of half a million people to the area, which was a major missed marketing opportunity for us.

Like other CBD companies, we love to get out in front of our customer base. Stay-at-home orders limited this exposure, which also temporarily prevented consumers from shopping at brick-and-mortar locations. As a result, many CBD stores were forced to close their doors.

However, some businesses quickly pivoted by offering curbside pickup and delivery services, while others focused on expanding their online presence and outreach.

Shifting Advertising Landscapes

The pandemic brought about changes in consumer behavior, leading to challenges in advertising. With people staying home and fewer commuters, traditional advertising channels like radio and billboards became obsolete, making them less effective.

CBD brands had to rethink their advertising strategies to reach consumers in this new normal. Many turned to digital platforms and social media channels, recognizing the importance of

maintaining brand visibility and engagement in the online space. These companies were better positioned to capitalize on the surge in online shopping, when around 45 percent of CBD consumers had shifted to online purchasing.

Supply Chain Disruptions and Adaptation

CBD businesses also encountered significant disruptions in their supply chains during the pandemic. One of the most notable hurdles companies in the sector faced was obtaining packaging materials. This disruption forced CBD brands to adjust their forecasting methods to account for longer lead times and increased uncertainty in the availability of packaging materials.

Some businesses, like ours, managed to forge relationships with domestic suppliers, finding alternative sources that continue to benefit us today and will continue to benefit us in the long term. This experience highlighted the importance of diversifying and strengthening supply chains to mitigate future disruptions.

Evolution and Resilience: Transforming Operations

While the pandemic was undeniably one of the most difficult periods many businesses have faced thus far, the metamorphosis the entire industry went through is really impressive.

Embracing E-commerce and Online Presence

With physical retail spaces facing restrictions and consumers shifting to online shopping, CBD brands recognized the need to enhance their e-commerce capabilities. Investing in user-friendly websites, seamless online shopping experiences, and effective digital marketing strategies became imperative. This strategic shift allowed CBD businesses to adapt to changing consumer behavior, expand their reach beyond local markets, and establish a stronger online presence. The accelerated shift toward e-commerce opened up new possibilities for growth and brand recognition in the post-pandemic era.

Product Diversification and Innovation

To stay relevant and meet the evolving needs of consumers during the pandemic, CBD businesses explored product diversification and innovation. Recognizing the increasing interest in wellness-focused products, many brands expanded their product lines to include items such as topicals, edibles, and other CBD-infused wellness products. This diversification helped them cater to a wider range of consumer preferences and capitalize on emerging market trends. By adapting to the changing demands and preferences of their customer base, these companies not only survived the pandemic but also positioned themselves for long-term success.

The COVID-19 pandemic presented CBD businesses with unprecedented challenges, disrupting their plans, supply chains, and advertising strategies. However, through resilience, adaptation, and innovation, these companies demonstrated their ability to endure and even thrive in the face of adversity. By embracing e-commerce, enhancing their online presence, diversifying their product offerings, and building robust supply chains, CBD brands transformed their operations and positioned themselves for long-term success.

Looking ahead, the lessons learned from the pandemic will guide CBD businesses in navigating future disruptions. Agility, preparedness, and a focus on consumer needs and market trends will remain crucial. The journey from disaster to disruption has provided valuable lessons that will shape the future of the CBD industry. Now, CBD businesses are well-positioned to thrive in the evolving landscape and are poised for sustained growth and success.