How is cannabis marketing evolving with legalization?

The legalization of cannabis in certain states is gradually leading to its normalization. Cannabis is no longer an illicit product sold by a neighborhood dealer in small plastic bags, but rather a product like any other that now benefits from professional marketing tools and communication strategies, just like any other commodity.

Standardizing the Industry

Cannabis has long been associated with the image of the stoner a slacker, a Rastafarian with dreadlocks, or a hippie in T-shirts tie-dye. Since its legalization, however, cannabis brands have been working to change the public perception of the plant and its users. This involves a normalization strategy, including the American dispensary chain Medmen is a perfect example with its campaign No Stoner and his music video The New Normal.

This strategy is ostensibly aimed at reaching a wider audience, but some brands also choose to target a more limited audience. Some aim to be luxury brands, while others are associated with big names in rap or film and are aimed at «connoisseurs,» while still others identify as feminists. It seems there’s something for everyone. The fact is that today, cannabis is no longer limited to flowers and pre-rolled joints but comes in a wide variety of products: cosmetics, chewing gum, food, accessories, and more…

According to marketing experts interviewed by Civilized, ...the cannabis market has, in particular, made inroads into the wellness market and is primarily targeting women aged 25 to 35. «These women have careers and the income to match—and they’re happy to spend it all on wellness products,» explains Janelle Lassalle, a brand identity expert. «There’s also a huge market to target: «cannacurious» users—people who have never tried cannabis before.».

An industry brimming with creativity

With its stereotypical image—which can be adapted into a wide range of products for diverse audiences—cannabis is the ideal product for marketing experts. «As we break the chains of prohibition, there is an explosion of creativity and innovation, and a unique opportunity to shift social paradigms by connecting the industry to a culture of responsibility and fairness,» explains Danniel Swatosh, another marketing expert interviewed by Civilized. «Brands are tapping into the plant’s history and dynamic nature—its ability to heal, clothe, shelter, and educate—to shift cannabis culture away from the stereotype of the stoner »toward a higher state of consciousness.".

Janelle Lassalle agrees with Danniel Swatosh that the stereotype of the stoner seems outdated: «We’re seeing cannabis marketing shift from the stereotype of the stoner lazy to something more elegant, more refined, and much more focused on women… Cannabis brands are now multifaceted, and with that, we’re starting to see brands that have a whole philosophy of lifestyle »associated with their products," she explains.

A lack of inclusivity

The flip side of cannabis normalization is that its use is less and less associated with the counterculture in which it originated and evolved. Indeed, as cannabis users are no longer marginalized, their image within the industry tends to conform more and more to social norms (white, straight, young, slim) and is sorely lacking in diversity.

«It looks like the whitewashing »is the key to normalization,« says Solonje Brunett, a partner of Danniel Swatosh. "For me, the current intersectionality of the cannabis marketing »truly reflects who is calling the shots. All smaller brands in leadership positions must make a constant effort to use their voice and experience to promote inclusivity.".

Janelle Lassalle echoes this sentiment: «It’s absolutely deplorable to see how much the community lifestyle The image of cannabis has become uniform. The classic image you see on 90% websites is what I like to call «the Coachella chick.» White, super skinny, and stylishly dressed, the image of the Coachella chick has become the face of every cannabis brand. This implicitly imposes an idealized standard of beauty that doesn’t reflect its audience at all! Completely different people use cannabis, so why isn’t that diversity represented in the brands» imagery?”