Mainstream cannabis culture slowly works towards inclusion via feminism
Implications - Where the mainstream cannabis industry once focused on "stoners," the lifestyle associated with it is now considered upscale – and the next step in this progression is its slow shift to empowering women. This shift caters to a demographic that has long consumed the product, while simultaneously being disregarded in its contributions to the culture that surrounds it. As the cannabis industry focuses on progression, the dichotomy of its contribution to "upscale" lifestyles for some demographics, and disproportionate penalties for others, must be resolved in order for the industry to fully embody inclusivity.
Workshop Question - Consider who your brand targets to, and who it might exclude. How can it better foster inclusive and diverse business practices?
Trend Themes
1. Feminist Cannabis Communities - By empowering women and uniting them through online communities, there's an opportunity to revolutionize cannabis for health and wellness, as seen with Cannabis Feminist and their upcoming cannabis deodorant that helps to prevent breast cancer.
2. Marijuana-infused Cosmetics - Opportunities lie in creating an array of marijuana-infused cosmetic products, like High Gorgeous' cellulite treatment, offering the healing and tightening properties of cannabis, cinnamon, and caffeine, as well as potent CBD body lotions for natural, topical pain relief.
3. Floral Cannabis Products - Branding specifically for women and using color-coded design like Venna's Clean & Exquisite to express its essence, could be an opportunity to make cannabis more female-friendly and bring innovation to an industry that's yet to speak to womankind.
Industry Implications
1. Health and Wellness - As women are turning to cannabis for medical reasons and exploring the benefits of infused products, there's potential to disrupt the traditional pharma industry and cosmetics landscape with cannabis-infused products that offer natural healing properties.
2. Marketing and Advertising - By shifting marketing from a stoner culture to an upscale, empowered one, as seen with Queends of the Stoned Age and Canndora's Hotbox Edition, there's the opportunity to create a new female-focused cannabis narrative, resonating with a younger generation of medical and recreational users.
3. Social Causes - As the cannabis industry focuses on progression and embracing inclusivity, there's an opportunity to address and resolve the dichotomy of contributions and disproportionate penalties within upscale demographics and build social causes that embody inclusivity for all.
