As the cannabis industry throws itself into the public spotlight with legalization, it’s easy for branders and marketers alike to feel inspired to join the weed revolution. I know first hand that joining this fast-paced, ever-changing industry was like nothing I had ever experience before. From the beginning, I knew, like many others who pioneered before me, that de-stigmatization was one of my biggest goals. I also knew that if I wanted to be part of the reversal of the war on drugs, the revolution would need to start from the inside.
This realization led me down a path of cultural exploration to figure out what levers could be pulled to change perceptions. Thus, I become an advocate for language, and a key term kept coming up: heritage.
Heritage is defined in two ways: physical possessions such as property inheritance, or valued qualities like cultural traditions. When you dig deeper into that second definition of valued qualities, you find that the synonyms are tradition, history, background, and past.
Now let’s connect that back to weed. What does heritage mean in the legalized market?
Cannabis industry pioneers alongside cannabis aficionados are actively trying to change the way people fundamentally think about weed, for the better. We strive to change ideas that are ingrained in people from early childhood: from their parents, from their teachers, from the government. The word “stoner” has historically been, unfortunately, a dirty word. People have an idea of what a stoner is. On the lighter side of bad, stoners are perceived as lazy, apathetic — they are couch potatoes. On the dark side, stoners thought to be hoodlums, drug addicts, and at worst, criminals.
But here’s the thing… I’m a stoner! Sure, I could explain the many reasons that weed helps my ailments including an autoimmune disease, but the reality is, I enjoy weed. I enjoy weed so much that I consume daily. My privilege of talking, writing, and photographing my consumption openly is that I am a white cis-female and I don’t face the stigmas that others may face who openly smoke.
I love seeing people reclaiming the word stoner. It is not something to shy away from nor is it something that we can afford to be quiet about anymore. It’s important to start conversations, not to mention it can be fun to have someone be surprised that you are still a “fully functioning adult” after the stoner-reveal. However, over the years, I’ve found that the word “stoner” doesn’t always fit when talking more technically about market trends and buying behavior.
I coined the term “heritage market” it’s a way to talk about respecting stoners: stoners’ wants and needs, stoners’ pioneering and courageous history, stoners’ aesthetic. “Heritage market” devotes weed’s rich history, and gives the praise and celebration it deserves. In business settings, heritage market is taken very seriously. To get deeper into the definition, the “heritage market” can also be defined as:
- the consumer base who purchased in the pre-recreationally legal market,
- the industry (and all business) before recreational legalization.
Let me use “heritage market” in a few examples that frequently come up in cannabis business settings:
The heritage market consumer cares about the price to THC ratio.
The heritage market consumer knows their favorite strain and will seek out a specific dispensary for the said strain.
The heritage market is the largest spending group in the market.
That heritage brand has been on the shelves since 2010.*
*It’s a great way to describe brands and companies that have been around for years, giving homage to their perseverance and foresight into getting into the industry before legalization.
To say it’s great to be a stoner is an understatement. Weed brings people together and overall makes people happier, calmer, and more creative. It’s okay to wake and bake, if that’s your jam, eat an edible at lunch, vape outside your office, grow your own plant, you name it, it’s all awesome. Hats off to you, my friend, for contributing to our heritage and keeping the flame alive.
If you have a stoner friend that’s totally heritage, share this article with them. They might get a kick out of it.
Psychonauts Celebrate Magic Mushroom Day
September 20 is Magic Mushroom Day. Similarly to stoners celebrating 4/20 and 7/10, and LSD enthusiasts celebrating 4/19, entheogenic communities around the world celebrate the psychedelic renaissance on 9/20.
The concept was coined in 2015 when Nicholas Reville, a mushroom advocate from Providence, Rhode Island, declared September 20 as an “educational day of action,” apparently citing the spirit of 4/20 as an opportunity to talk about psilocybin reform, regulations and, of course, rejoice in the magic of psychedelics.
“9/20 was chosen because it is at the beginning of autumn, when mushrooms are most plentiful; because it is close to the equinox, representing a change in direction; and because it echoes 4/20 and the successful movement for marijuana decriminalization and legalization,” said Reville in an interview with Rolling Stone.
Magic Mushrooms: The Next “Green” Wave?
Interest around the benefits and effects of psilocybin, the main active ingredient in magic mushrooms, has been steadily growing over the last number of years, with legalization closely following.
At the last election in 2020, Oregon became the first state to legalize psilocybin with Measure 109 for mental health treatment in supervised settings.
At the same time, the District of Columbia decriminalize the use of magic mushrooms and other psychedelic substances with the passage of Initiative 81.
Peep the Pepsi x Dapper Dan Football Watching Capsule Collection
Pepsi has partnered with Harlem-based designer and streetwear legend, Dapper Dan, to create The Pepsi x Dapper Dan Football Watching Capsule Collection.
As part of the Pepsi “Made for Football Watching” NFL campaign, the iconic collaboration brings the football fan apparel game to the next level with this limited-edition capsule collection created for fans to show up in style, no matter where they’re watching.
The Pepsi x Dapper Dan Football Watching Capsule Collection features fashion-forward football-watching pieces including a lounger, hoodie, bucket hat, and custom-patterned Pepsi can to ensure fans are fitted and geared up for every touchdown, sack and fumble.
Power & Collaboration Are the Name of the Game at WEIC Women’s Leadership Summit
In 2019 women held 37% of senior level positions in cannabis. Alarmingly, less than 8% of CEOs are women and only 38% of all positions in cannabis are held by women. This statistic and much more will be the topic of discussion at the Women Empowered In Cannabis (WEIC) Power & Collaboration summit on July 21, 2021, from 10 am PST – 5 pm PST.
The one day summit is WEIC’s first virtual Women’s Leadership Summit and will address the rapid loss of female leadership and power in cannabis and question how the community can address and stop this trend.
“We have a once in a lifetime opportunity to build an industry from the ground up that is inclusive, diverse and just, and yet women are losing ground at a distressing rate,” said Kyra Reed, WEIC founder and CEO. “The summit is designed to help women elevate our voices and establish real power in the global cannabis market.”
Meet the Speakers
The Women’s Leadership Summit: Power and Collaboration brings together a diverse group of influential women. This virtual summit offers opportunities for women to learn and interact with each other, irrespective of their location.
Andrea Brooks, Founder and CEO – Sava; Annie Holman, Founder and CEO – The Galley; Christine De La Rosa – The People’s Ecosystem; Kate Lynch, SVP Marketing – Curaleaf; Khadijah Adams – Girl Get that Money; Franny Tacy, Founder and CEO – Franny’s Farmacy; Helen Gomez Andrews, Co-founder and CEO – The High End; Katie Pringle, Co-founder – Marigold Marketing; Kendra Losee, Founder and CEO – Mota Marketing; Lelehnia DuBois – The Humboldt Grace; Dr. Lola Ohonba, WCI Health, Clinical Pharmacist, Certified Medical Cannabis Specialist – WCI; Mara Gordon, Founder and TEDx speaker – Aunt Zelda’s; Mskindness Rivera; Nancy Whiteman, CEO – Wana Brands; Rosie Mattio, Founder and CEO – MATTIO Communications; Scheril Murray Power, Cannabis and Agricultural Attorney – Doumar Allsworth Laystrom Voigt Wachs Adair & Dishowitz LLP; Susan Soares, Founder and CEO – The State of Cannabis; Tiffany Yarde; Valda Coryat, CMO – Trulieve
“Pursuing inclusion and diversity in business is not just a way to encourage goodwill. It is a strategic business decision that can literally make or break a company. This is not a wishful, feel-good attempt to make news or have people speak well of the industry. It is truly how we survive — and maybe how we change the world a little bit.” – Nancy Whiteman, Wana Brands CEO
“This quote from the late Helen Keller says it all – ‘Alone we can do so little; together we can do so much.'” – Mara Gordon – Founder Aunt Zelda’s
“Women are the “Pillar” of the world but are being left behind in major sectors of our economy especially after the pandemic. It’s time for us to come together as one to claim our spot at the decision-making table!” – Dr. Lola Ohonba PHARM.D.
“It is well known that women are more than good enough to run companies. We need to recognize if we are good enough to do the work, we are good enough to own the work. We need to empower one another, create financial opportunities and invest in each other to become owners and make sure there are women in the C-suite of the companies we work with. This is why.” – Chrystal Ortiz – CEO/Founder Herb & Market Humboldt, High Water Farm
Power & Collaboration Event Topics
The day’s schedule will be broken into ten categories:
- Keynote: EXECUTIVES: How to Use Power in Leadership
- Keynote: MESSAGING: Developing a POWER message for women in cannabis
- Keynote: FINANCE: Women, Money & Power
- Panel: CULTIVATION: Power & Collaboration
- Panel: MANUFACTURING: Power & Collaboration
- Panel: SCIENCE & RESEARCH: Power & Collaboration
- Panel: RETAIL: Power & Collaboration
- Panel: INTERNATIONAL: Power & Collaboration
- Panel: CBD: Power & Collaboration
- Panel: HEMP: Power & Collaboration
Join the all-day live virtual conference on July 21, 2021, at 10 am PST / 1 pm EST – 5 pm PST / 8 pm EST
Don’t miss this incredible event! Register here to attend.