• Nearly three-quarters of current consumers are not loyal to a particular product or brand
• One-third of non-consumers say they don't know enough about cannabis to consume it
• Anticipated new consumers are most interested in baked goods, confectionery products

"New product offerings will open the doors for experimentation among current and non-consumers giving cannabis companies the opportunity to capture a larger market share," says Monica Chadha, EY Canada Cannabis Leader. "But companies should keep in mind that these consumer segments will have very different attitudes towards cannabis and product formats, ultimately driving the need for differentiated customer experiences."

"Understanding the nuances of your customers' values and interests, and having the right tools to determine these, are key," says Matei Olaru, CEO for Lift & Co. "The right data will allow companies to continually innovate, create value for consumers and build customer loyalty."

Contrary to current consumers, the non-consumer segment is less concerned with potency and price and places more emphasis on clinical research and recommendations from health care practitioners to make purchasing decisions. One-third (33%) of non-consumers surveyed report not knowing enough about cannabis to consume it. Going forward, they indicate an interest in experimenting with low dosage baked goods, confectionery and food additive products.

"Current non-consumers need more information before they feel comfortable trying cannabis products," says Chadha. "Deciphering through online information for what's credible can be a challenge. Companies will need to determine the best way of building awareness and educating targeted consumer segments as one way to help inform the purchasing decision and build brand loyalty."

Olaru adds: "Budtenders play a pivotal role in educating consumers at the point of purchase. Their recommendations are heavily influenced by word of mouth and online product reviews so engaging the budtender community will be a critical differentiator for cannabis brands."

About EY

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About Lift & Co.

Lift & Co. (TSXV:LIFT) (OTCQB:LFCOF) is a publicly traded technology company modernizing the cannabis industry.

Forward-looking statements

Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accept responsibility for the adequacy or accuracy of this release.

Although Lift & Co. Corp (the "Company") has attempted to identify important factors that could cause actual results, performance or achievements to differ materially from those contained in the forward-looking statements, there can be other factors that cause results, performance or achievements not to be as anticipated, estimated or intended.

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