Cannabis brands embrace a more open definition of female weed consumption
Trend - In an effort to better connect women to cannabis, many brands within the mainstream weed industry 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 norm are a number of offerings that reject the idea that women need to find justification for their decision to consume cannabis.
Insight - In many industries that have traditionally catered to men, gendered marketing towards women often misses the mark. Understanding this, women are increasingly demanding a more empathetic approach to marketing that caters to their specific needs without relying on incorrect assumptions or stereotypes.
Insight - In many industries that have traditionally catered to men, gendered marketing towards women often misses the mark. Understanding this, women are increasingly demanding a more empathetic approach to marketing that caters to their specific needs without relying on incorrect assumptions or stereotypes.
Workshop Question - What specific tribal groups are you aware of and how could your brand potentially market to them?
Trend Themes
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Marketing Empathy — Women are demanding a more empathetic approach to marketing that caters to their specific needs without relying on incorrect assumptions or stereotypes.
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Diverse Cannabis Use — Brands are implementing campaigns that embrace a more diverse approach to cannabis that rejects the idea that women need to find justification for their decision to consume cannabis.
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Empowering Cannabis Use — Women are creating platforms and collectives that are dedicated to empowering cannabis consumption by breaking down stigma and highlighting the healing powers of the plant.
Industry Implications
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Marketing — Companies across all industries should strive for a more empathetic approach to marketing that caters to the specific needs of marginalized groups without relying on stereotypes.
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Cannabis — The cannabis industry should continue to embrace a more diverse approach to cannabis that rejects the idea that women need to find justification for their decision to consume cannabis.
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Wellness — Wellness professionals should explore the potential of empowering cannabis use as a means of healing and alleviating powers of the plant to create affordable alternatives to expensive therapies.
