HOW GEN Z IS NORMALIZING CANNABIS MARKETING: MATATU CULTURE AND BEYOND

Cannabis remains a divisive topic in many climes, including in the U.S., despite legalization in several states. However, in certain countries, the stigma surrounding cannabis waxes especially strong, thanks to unfriendly cannabis laws and outdated beliefs. This is the case in Kenya, where much of the older generation, who also happen to hold most of the country’s political power and wealth, consider cannabis taboo.

Younger Kenyans, specifically Gen Z (those born between 1997 and 2012), are challenging or simply ignoring these stereotypes. According to Kenya’s Narcotics and Psychotropic Substances Control Act of 1994, possessing or consuming cannabis, locally known as “bhang,” is illegal. Yet, it’s one of the most popular recreational substances among Kenya’s youth.

According to a 2022 report by the National Agency for the Campaign Against Drug Abuse (NACADA), one in every 37 Kenyans between 15 and 24 years old uses cannabis. Also, the number of Kenyans using cannabis grew by 90% within five years.

WHY ILLEGALITY ISN’T STOPPING YOUNG KENYANS FROM USING CANNABIS

Cannabis use isn’t novel to Kenyans. According to a University of Bristol article, “Cannabis consumption in Kenya has a long history, particularly in western Kenya where smoking cannabis has particular cultural significance as a social activity and where it also has medicinal uses.”

Former generations of Kenyans may have been more subtle with their cannabis use to avoid clashing with the law. But in typical Gen Z fashion, younger Kenyans are a bit bolder, challenging what they believe are restrictive and outdated laws. Leading the charge is the country’s Rastafarian community, calling for cannabis legalization through legal appeals, media rounds, and public gatherings.

Social media has also played a significant role in normalizing cannabis use among Kenya’s youth. On platforms like TikTok and X, young users find and post memes, personal stories, and other content that celebrate cannabis. Pop culture influence is another driver, with afrobeats, reggae, and hip-hop from local and international artistes often referencing or celebrating cannabis.

Here are some takes posted by young Kenyans on the Reddit thread, “Why is weed illegal?”

• External-Ad2811: “Kenya is run by conservatives, period, and conservatives believe weed is evil and causes madness. The reason alcohol is tolerated by conservatives is because most conservatives are also religious zealots that believe that as long as Jesus turned water into wine then alcohol is not as bad. If Jesus could have turned grass into weed and not water into wine then we would be wondering why alcohol is illiegal but there’s hope down the horizon because very soon in the United States weed will be made legal by the federal govt and usually United States leads and other follow, and Kenya is known to be a good copy cat of United States.”
• mm of m: “Our leaders were influenced by a puritanical form of Christianity which frowned on some things like drugs and alcohol hence you see how they overreact to the alcohol problem while never really addressing anything. It’s why changing marijuana laws would be so difficult in Kenya, not because the legislators don’t want to, but because the religious organizations are so powerful that they would never let it happen. Same with lgbtq and abortion. The legislators are too afraid of the wrath of religious organizations to dare ease laws on that trio.”

As Kenya’s Gen Z becomes more connected to global youth culture, their views on cannabis are widening. Many now see it as acceptable for both recreation and wellness, challenging local taboos and pushing back against outdated societal and legal restrictions. One clear sign of this shift is the growing presence of cannabis in matatu culture.

THE RISE OF THE MATATU IN KENYA’S CANNABIS SUBCULTURE

Visit any urban part of Kenya, especially Nairobi and other major cities, and you will see vibrantly painted buses prowling the streets. These colorful buses, known as matatus, are Kenya’s most popular form of public transportation.

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The typical matatu is a mini- or mid-sized bus blaring music that’s almost as loud as its elaborate paint job. Each bus is basically a mobile billboard covered with eclectic artwork that showcases the owner’s tastes or promotes brands. In fact, several businesses in the telecommunications and consumer goods sectors rely on matatu advertising to reach working Kenyans.

These days, you can find matatu buses covered in cannabis-themed art, honoring the herb or iconic canna-personalities like Bob Marley and other well-known Rastafarians. Braver matatu owners have gone as far as painting their buses with murals showcasing cannabis brands and products.

But isn’t this illegal? While Kenya’s laws prohibit all forms of cannabis marketing, matatus have become a creative workaround. The artwork on some of these buses uses coded messages and cultural symbolism to speak to those “in the know” without crossing into overt advertising. Some people also use cannabis imagery on matatus for personal branding or to promote music and other offerings.

READ: Inside the World of Bullfighting and Cannabis

WHEN DID CANNABIS MARKETING WITH MATATUS START?

Matatus started in the 1960s to meet the public transportation needs of Kenya’s growing population, especially in Nairobi and other urban areas. Their popularity soared in the 1990s, and by the 2000s, they had evolved from mere public buses into mobile billboards for music, fashion, politics, and artistic expression.

Not long after, subtle cannabis marketing began creeping into the artwork on matatus, birthing a new and creative type of advertising. A younger generation of Kenyan designers, drivers, and riders powered this shift. These Gen Z creatives, inspired by music and digital art trends from around the world, began blending local culture with global cannabis symbolism. Most of their matatu artwork features Rastafarian color schemes, marijuana leaves, and portraits of iconic stoners like Bob Marley.

DO OTHER COUNTRIES USE SIMILAR CANNABIS MARKETING?

Matatus showcase unique art styles, but buses promoting cannabis products appear on streets far beyond Kenya. In New York, you can find brands like Weed World and Uncle Budd using this marketing strategy to their advantage and taking it a step further.

For instance, besides drumming up awareness for their brand and products with painted buses, Weed World allows curious customers to buy edibles on the spot. It’s like an ice cream or food truck, but for canna-sweets. In Asia, cannabis brands like Tongjay in Thailand have similar cannabis-themed trucks that promote products and serve as mobile dispensaries.

It’s an effective branding and publicity strategy that connects with more people in more locations than standard billboards. Also, it ensures awareness doesn’t go to waste, as canna-curious people can buy products on the spot, turning interest into immediate action.

However, marketing cannabis products with painted vehicles isn’t legal in all parts of the U.S. States like Connecticut, Washington, and Massachusetts, where cannabis is fully legal, prohibit cannabis marketing on all public and private vehicles. In Illinois and New York, you can advertise with private vehicles, but not on public transit vehicles or shelters.