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¿Cómo pueden las marcas crear un sentido de comunidad en torno a sus ofertas de CBD? Las marcas pueden construir una comunidad fomentando debates, ofreciendo consejos de bienestar y compartiendo historias de éxito de consumidores que resalten valores compartidos en torno a la salud natural y holística. Los grupos de redes sociales impulsados ​​por la comunidad, los talleres de bienestar y los boletines informativos por correo electrónico fomentan la interacción y la lealtad de los consumidores. Al celebrar los viajes individuales con CBD, las marcas ayudan a los consumidores a sentirse vistos y conectados con un propósito más amplio (Smith & Harris, 2019). Interactuar directamente con los clientes a través de comentarios o sesiones de preguntas y respuestas mejora la relación con la marca. Este sentido de pertenencia es poderoso para retener a los consumidores en el espacio del CBD.
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