Cannabis brands embrace a more open definition of female weed consumption
Implications - In an effort to better connect women to cannabis, many brands within the mainstream weed industry tend to rely on the trope that women are most concerned with appropriate dosing and with finding an occasion that grants them permission to indulge. Diverting from this emerging norm are a number of offerings that reject the idea that women need to find justification for their decision to consume cannabis. These speak to a consumer appetite for empowering, stigma-free approaches to marketing within the cannabis industry.
Workshop Question — What specific tribal groups are you aware of and how could your brand potentially market to them?