Let’s talk about the taboo

We love bringing the edgy stuff into the light and giving it some attention. We particularly love this article because the facts are clear to us about marijuana use and women and we are looking to dive into the stigma, the facts, and stories around it even deeper.

Yes, both women and men are using cannabis to alleviate stress, but women who were once citing “wine time” in their social feeds and commiserating with like moms are now tapping into cannabis instead. 

This shouldn’t be a shock to anyone as women represent nearly 40% of the cannabis market (and we think that may be low!) yet 66% of women do not openly discuss cannabis use because 70% believe there is still a stigma attached to it.*

In some of our own qualitative research, nearly 80% of women surveyed reported using cannabis (legal or illegal, depending on the state of residence) to alleviate stress and anxiety at some point in the last 5 years, with 60% of women citing regular cannabis use.

Brands who are not addressing the female audience in cannabis could be missing a multi-million dollar opportunity that has the potential to change the game for what it means to serve females in the cannabis market. And when it becomes ‘appropriate’ for women to discuss cannabis use among friends, it’s game over for any brand that hasn’t adopted their female strategy because women drive nearly 70-80% of all consumer purchasing power.*

Want to learn more about our own research in cannabis or chat with us about how we can serve your brand? Connect with us!

*https://www.forbes.com/sites/nickkovacevich/2019/02/11/not-your-fathers-cannabis/#13d6f62f18fb