How ironic- that this male-dominated industry revolves around a female plant.
The cannabis industry is a risky, double-edged sword to those who know it well. Some days you’re up- basking in the glory of the free product, the relaxed environment and exciting new brands and events. The next you’re down, and down bad- paycheck is late because the funds can’t be accessed, you’re laid off because the investors pulled out, or being stabbed in the back by someone you thought you could trust.
And on top of it all, it’s layered with misogyny, a disrespect for the medicine, greedy characters, and ever-changing laws, requirements, and trends.
This industry is not for the faint of heart. It’s the wild wild west- and you’ve got to be protected to some extent to make it out alive.
That all being said- where is the place for Women in this space? Where is there a space for us to feel comfortable, protected, inspired, nurtured and appreciated? A place where we can shine our divine feminine. Be welcomed and acknowledged as healers, and maintain a softness for the beautiful plant that we all covet so dearly.
Truthfully, we don’t have this. We have to fight for it. Not only do we have to fight to stand on our own two feet in this industry, we have to fight to represent the plant correctly. Fight for her healing, fight for her femininity, fight for her respect, and fight for her divinity. Cannabis is a sacred medicine- something that’s been known, used and respected since the beginning of time. So how have we gotten so far away from Cannabis as a healer?
We are seeing a commercialization of the plant that doesn’t include a feminine perspective. Much of the advertising we’ve seen up until now has largely been done through Instagram- “420 influencers” selling cannabis products in bikinis, topless, ass shots, etc…
We know sex sells. But there’s something that feels particularly disrespectful about seeing cannabis advertised through the male gaze in this way. To bring it back to the fact that- cannabis is female, a sacred medicine, a vehicle for tapping in emotionally and spiritually, and yet the industry is continually associating it’s image with overtly sexualized scenarios, money, and party scenes.
We are all entitled to use cannabis in whatever capacity we feel like- be it medically or recreationally. However- it’s the lack of balance in the representation that is so frustrating, and again, does not reflect female presence.
On the other side of the coin, not only is the healing aspect of cannabis underrepresented, the Women in the industry are under appreciated, overworked and underpaid. A theme that’s all too common in ANY industry, but when it comes to cannabis specifically— I can speak on behalf of many when I say a large percentage of us have not felt valued by our employers.
So many of these industry “Chads” are in charge- those who jumped into cannabis for the wrong reasons: to capitalize on the next big “thing,” and mostly have zero experience with the plant themselves, the consumers who use it or growers who cultivate it, which leaves us with an extremely disconnected chain of command. It’s so painful to take direction from the “Men in suits” who have never enjoyed more than a couple of social joints or 2MG tonics in their lives- when the rest of the company is stacked with employees who live and breathe for cannabis, it’s medicine and it’s magic and understand the plant, cultivators and consumers 110% better than the higher-ups do.
In such an environment- it’s been that much harder for the female voice to be heard. Personally, we have experienced multiple companies stealing our ideas and taking credit for them, implementing suggested procedures then claiming them as their own, and again, generally being taken for granted and not seen or utilized to our full potential.
There isn’t much we can do but speak up about it. Tell our stories and let them live somewhere. Lift each other up, hire as many fellow females as possible, purchase woman-owned brands, connect with other women in the space and prioritize community and conversation. To be working in prohibition-era cannabis is an absolute privilege and a risk- and requires passion, grit and determination to stay in it. We are committed to softening the industry, approaching consumers and retailers from a place of wellness and healing, and
holding space for more education and connection. Cannabis is a healer, a divinely feminine, earth-provided medicine, and we will fight to represent and respect her forever.
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