THE FUTURE OF THE CANNABIS IS FEMALE - HOW WOMEN ARE SHAPING THE GREEN RUSH.

It’s Women’s History Month! Let’s give it up for all the boss ladies of the cannabis and hemp industry. The last couple of years has made it pretty clear that cannabis is essential to the well-being of people across the country.  Cannabis sales in the United States hit a record 17.5 billion in 2020 and have continued to grow over the last few years. The Global Cannabis report found that “global sales of CBD, medical and adult-use cannabis topped $37.4 billion in 2021, and could rise to $102 billion by 2026.” So…I guess this special plant is here to stay. But what makes this green rush so unique? It’s the first time a new billion-dollar industry has the potential to not be completely male-dominated, which is pretty cool considering that a mere 33 years ago, women weren’t even allowed to take out a business loan without having a male relative co-signer. From growers and business owners to product developers and marketers, women of today are shaping the future of cannabis - and breaking some green ceilings along the way.  

OUR BODIES, OUR CANNABIS

Western medicine has been shady to women's health for years, forcing women to be strong advocates for their bodies.  Throughout history, far fewer studies have been done on women’s reproductive systems, bodies, and general health than men.  I know - it’s BS.  So who better than women to understand and respect the value of plant medicine?  From being called “witches,” to developing the art of midwifery, women have been using plant medicine to support, heal and care for each other’s bodies for centuries. 

It doesn’t surprise me at all that people who get a period love cannabis. HELLO!  Cannabis offers sweet relief from cramps, backaches, and hormonal mood swings. Cannabis products geared toward women’s health seem like a no-brainer. But we didn’t start to see them until women entrepreneurs hit the cannabis scene.  From soothing bath salts, cannabis tampons, patches, tinctures, and microdosing vape pens - women are designing products for us, by us - making “that time of the month”  a little better. 

SAYING GOODBYE TO STIGMA

The typical stereotype of a stoner or pothead has been around for decades, but think about it even more and you’ll realize that the media has been showing predominantly MEN using cannabis.  Most people (even if they don’t use cannabis) are familiar with Cheech and Chong, Bob Marley, Snoop Dog, and Willie Nelson as cannabis icons. But women’s narratives on cannabis have been left out of the mainstream.  

It’s taken celebrities like Whoopie Goldberg, Sarah Silverman, and Rihanna (to name a few), and shows like Broad City to help to normalize the idea that women can love cannabis just as much as men. Thank goodness.  Women and women-led cannabis businesses have been leading the way in re-branding how cannabis is perceived in the mainstream media.  The old ways of using objectifying imagery of women to sell cannabis are being replaced with images of every-day women who are taking care of their bodies. 

Even moms are starting to feel more open about trying cannabis and CBD.  It’s time for the stigma moms who use cannabis are somehow “less responsible” or “bad moms” to go.  If you can buy a wine tumbler that says “mom juice” then the world is definitely ready to accept gummies for mommies. The more representation women have, the more empowered women will be to explore the natural benefits cannabis can provide. 

BOSS WOMEN IN CANNABIS 

Women have been voicing their views on cannabis and changing the industry since the beginning.  One of my favorite women is Mary Jane Rathbun, or “brownie Mary.”  She became famous for her “magical brownies” in the 1970s and worked hard to push for medical access to cannabis for AIDS patients in San Francisco. Her dedication to making her brownies got her arrested more than once, and her activism played a big part in California eventually passing Proposition 215, which legalized medical marijuana in California in 1996. 

Business owners, investors, and marketing innovators - the cannabis industry is full of women who are changing the game.  In 2019 a Vangst surveyed 166 cannabis companies across the country to get a sense of exactly how many cannabis jobs are held by female-identifying individuals.  They found that 38.5% of employees were female-identifying and 17.6% held executive roles.  While that’s better than the tech industry (reported at 20% female employees), there is still a lot of progress to be made. 

In fact, the number of women in leadership roles has fallen since 2015. According to a Marijuana Business Report, the number of women who hold c-suite executive positions in the cannabis industry declined from 36% in 2015 to 27% in 2018.  In an effort to ensure we don’t fall short on providing equitable opportunities for women and women of color, programs like The initiative and Women Grow are providing education and support for female-founded cannabis businesses.  And yes, as with any business, being a woman in the cannabis industry can come with its own set of challenges, biases, and bouts with sexism.  Boss Ladies of Cannabis (BLOC) even have a survey to collect more data on sexual misconduct and harassment.  But the potential for the cannabis industry to be better is there. 

There are so many amazing women in cannabis to talk about.  Like Wanda James who is the Co-Founder and CEO of Simply Pure - the first black-owned legal cannabis dispensary in the United States.  Or Cyo Nystrom who Co-founded Quim - a cannabis company dedicated to self-care products for vaginal health.  Or Emily Paxhia, a Co-Founder of one the longest-running asset management companies dedicated to cannabis investment funds. From big-name brands like Kiva Confections to newer companies like midose., women are taking the cannabis industry by storm.  

This new cannabis frontier is igniting a whole generation of female and female-identifying leaders who will help mold the industry.  Remember, it’s not just women-centric products or the women-led business that make women so important to the success of the cannabis industry.  It’s also the massive buying power women folx have on the market.  As cannabis makes it’s way to full legalization, put your money toward supporting women-owned businesses.  Be the change and have fun doing it.