How Women Are Cultivating The Cannabis Industry

It’s often said that the future is female and with the way we started 2021, it’s safe to say that might just be true. From the first female Vice President in United States history taking office to leading the race in developing a COVID-19 vaccine, women are making their mark. But what does that mean for the cannabis industry?

Since the conception of traditional advertising, most marketing efforts have been directed at capturing the attention of men. However, as the world landscape shifts and businesses move towards greater equity on all levels, women are increasingly coming to the forefront of change.

A consumer behavior industry report by Headset showed that recreational cannabis sales from women grew 43% year over year from 2019 to 2020, a much higher percentage than their male counterparts. In fact, the same report showed that women are more open to experimenting with different forms of cannabis consumption, especially with low-dose cannabis products and products geared towards health and wellness, like CBD. In some ways, we are the ones pushing brands to be more innovative and tell a story.

And it’s not just as consumers; women are literally driving change in the industry. According to Marijuana Business Daily, 42% of executive roles in the ancillary cannabis business industry are held by women. 

 Josefine Nowitz, Co-Founder of Cannabis Creative, a Massachusetts-based cannabis marketing agency said:

 “Women have been trying to drive change in the workplace for decades with movements like Women's Rights and #MeToo, and now we are actively seeing female entrepreneurs and executives step up to the plate in the cannabis industry. We're seeing beauty, feminine, and sex products created by women for women, especially in CBD where women make up the majority of the consumer market. We're seeing states like Massachusetts accelerate in minority/female applications for those who are applying for dispensary licenses. I'm glad to see that there is change happening on a state level in order to create a more equitable industry and I'm hopeful that in the future there will be similar regulations on a federal level in the United States.” 

As women in cannabis continue to make waves, the industry must move to shed its outdated view of female users as a “niche” market and recognize the steadfast presence of women in this business. This often comes down to the golden rule of marketing: know your audience.  

Instead of targeting women as a mass, general group, it is important to market to specific kinds of women. For instance, the health-conscious, busy mom will have different needs from the 20-something athlete with a sore back. 

 Women are making powerful contributions to the cannabis industry and rightfully demand high-quality products. Therefore, in order to be successful as a cannabis brand, it is critical to respond accordingly in the way you implement marketing tactics to target your consumer base. 

Overall, whether you’re a cannabis business owner, consumer, or both, there is no doubt that women are cultivating the industry, and as always, pushing the boundaries of what is possible. 

Check out Cannabis Creative to learn more about how to market your cannabis business. Cannabis Creative has decades of experience in web design & development, SEO, SEM, branding, social media marketing, and content strategy. Their Boston-based team (which has a 51% female workforce) has worked with the brightest minds in the cannabis industry, including Blue Forest Farms, Pure Oasis, Revolutionary Clinics, Sanctuary, Grow Generation, and more. Learn more at www.cannabiscreative.com.