Doomscrolling, what’s that?
Solving the “Sunday Scaries” could be an opportunity for cannabis market researchers, especially those focused on cannabis consumer insights. But to understand what might enable cannabis consumers to stave off anxiety, the investigation has to start at the phenomenon’s origin.
The answer lies in the late ’80s when the specter of Monday morning began to claw its way into the collective consciousness. In a 1991 New York Times article titled “It’s Sunday Afternoon and Here Come the Blahs”, chronobiologists* first tried to put a name to the increasingly common malaise.
It’s gotten so bad that psychologists are sharing tips to keep Monday morning in its box. Not on the list? Bottomless mimosas. Although most shrinks probably aren’t Sunday Funday people, so it’s an understandable omission.
If the cannabis industry can understand the impact of the Sunday blues on employees, product formats and positioning might counteract them.
What’s now known as the Sunday Syndrome or Sunday Scaries tends to hit in the afternoon or evening. As many as three-fourths of Americans share this sense of dread. In a Monster.com survey, 76% of Americans reported “really bad” blues on Sunday nights.
Why the dread?
Why would so many people dread the start of the workweek? Gallup’s recent study on the US workforce offers clues. In the 2022 edition of the annual study, only 32% of Americans reported feeling “engaged” with work. This marked the first dip after a decade of gradual improvement.
A rising sense of “resenteeism” isn’t helping either. The ‘Great Regret’ has people feeling stuck. The FOMO among some who didn’t – for better or worse – ghost on their job is turning toxic.
Do you know what might help everybody even out? That’s right. It comes in eighths, grams, 20-packs, milliliters, and ounces. Many use it to treat stress and anxiety. Cannabis doesn’t carry the risk of hanganxiety to start Monday morning either.
In addition to anxiety, put sleeplessness, pain, depression, and “relaxation” in the mix and you’ve got the top reasons people consume cannabis. In varying degrees across the board, seemingly.
Why are people consuming cannabis?
In addition to anxiety, put sleeplessness, pain, depression, and “relaxation” in the mix and you’ve got the top reasons people consume cannabis. In varying degrees across the board, seemingly. Here’s an example:
Clearly, many cannabis consumers regardless of usage frequency are trying to combat anxiety. Who has really figured out the role cannabis can play in alleviating anxiety? Big spenders.
Consumers spending more on cannabis to fight anxiety
That said, people who suffer from stress and anxiety may lean into cannabis more heavily, leading to greater consumption and inevitably more spend. The connection might not be as clear as all that. Hence, the opportunity for those in cannabis consumer insights. Regardless, maybe the once-weekly Sunday Scaries crowd should put down the Bloody Marys and reach for gummies instead. It’s clearly working for some.
