--- title: "From Products to People: Brand Health Trends into 2024" description: Explore the latest Product Brand Health trends into 2024 - get the why behind purchasing and select state consumer insights. image: https://content.brightfieldgroup.com/hubfs/Resource%20Page%20Featured%20Image_Products%20to%20People.png --- [![Brightfield Group logo](https://content.brightfieldgroup.com/hs-fs/hubfs/Theme_BrightfieldGroup_November2019/image/5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png?width=500&height=141&name=5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png "Brightfield Group logo")](https://www.brightfieldgroup.com/) # **From People to Products** ## Crafting Cannabis Brands that Connect in 2024 In 2023, 55% of U.S. cannabis consumers agree that cannabis brands are important to them when making purchasing decisions. Cannabis companies that haven’t started establishing their brand’s connection with consumers will fall behind in 2024.  This report explores Brightfield Group’s H2 2023 Product Brand Health data, highlighting insights to help brands make data-driven decisions in 2024 including… - Early trends from Missouri’s recreational market - Brands gaining purchasing over 2024 in the mature Colorado market - A look at the Arizona funnel - Product-specific occasions of use, purchase influences, and desired effects Get this FREE report now & [get in touch](https://www.brightfieldgroup.com/contact-us) about using Product Brand Health data for your 2024 strategy  Brands that understand these consumers are watching well beyond cannabis, including the consumer shifts redefining the[**beverage aisle**.](https://content.brightfieldgroup.com/q4-2025-beverage-trends?hsLang=en) ![Landing Page Graphic (1)](https://content.brightfieldgroup.com/hubfs/Landing%20Page%20Graphic%20(1).png "Landing Page Graphic (1)") [Platform](https://www.brightfieldgroup.com/overview) [Blog](https://blog.brightfieldgroup.com/?hsLang=en) [Company](https://www.brightfieldgroup.com/about-brightfield) [Resources](https://www.brightfieldgroup.com/resources) [Schedule a demo](https://www.brightfieldgroup.com/contact-us) [![Brightfield Group Logo](https://content.brightfieldgroup.com/hs-fs/hubfs/Theme_BrightfieldGroup_November2019/image/5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png?width=600&height=169&name=5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png "Brightfield Group Logo")](https://www.brightfieldgroup.com/)