Preserving Cannabis Culture: How Proactive Public Relations is Breaking Down Stereotypes
Art Courtesy of Casey Renteria
Cannabis Prohibition
For centuries, cannabis has been a powerful wellness remedy, a stress reliever, and a recreational pastime. Yet, the mainstream media has portrayed cannabis as a villain with a bad reputation for decades. This is mainly due to racially motivated laws that were put in place in the mid-1900s such as:
The Marihuana Tax Act of 1937 taxed the sale of cannabis throughout the United States out of fear and prejudice related to Mexican immigration.
The approval of the Controlled Substances Act (CSA) in 1970, which labeled marijuana as a Schedule I controlled substance, and banned cannabis use (even medical use) across the nation.
While some states have since legalized cannabis consumption for medical and recreational use, there is still a long way to go at the federal level. Although federal laws have lessened the punishment for cannabis possession, a notorious stigma around the plant remains.
Changing the Narrative
Today, cannabis industry leaders are dedicated to changing the narrative and restoring cannabis culture (and its name) in mainstream media to its original glory.
And it's working.
According to Statista, the U.S. cannabis market is projected to reach $39.8B in 2024 and $67.1B by the end of 2028, at a CAGR of 13.93%. This massive growth is a testament to cannabis' positive influence on consumers, the environment, and the national economy. But it’s also a testament to the change-makers in the community, dedicated to spreading the word about the benefits of cannabis.
The question is, how are cannabis leaders and brands able to alter legacy media’s biased perception of the plant, its benefits, and use cases? This is where strategic and proactive public relations comes into play.
The Impact of Proactive Public Relations on Cannabis Culture
We all know the importance of adequate media representation, whether it be for minority groups, innovative technology, or strides in medicine. All the above shapes the public’s perception of what’s good, bad, and in-between.
Public relations (PR) is the act of purposefully circulating information from a brand or individual to the public with the goal of influencing the public’s perception. With the right PR strategy, thought leaders and organizations get to share their stories themselves—with credibility—rather than have it told for them.
And this tactic is what can place a positive spotlight on cannabis culture to:
Drive awareness of cannabis, its use cases, and benefits
Increase safe cannabis consumption
Move the needle on legalization across the nation
Take cannabis-infused beverages, for example. Infused beverage brands are taking it upon themselves to start conversations in mainstream media about shifts in lifestyle choices and preferences across all demographics. The purpose is to generate more sales, of course. But also to establish cannabis-infused beverages as an alternative to alcohol and to revamp what’s socially acceptable in the public eye.
As more cannabis brands share their stories, their missions, and purposes publicly, the more they refurbish the optics of cannabis culture. The following are examples of mainstream articles recently published about the rise of cannabis-infused drinks and their benefits:
Cannabis Infused Drinks Are on the Rise, Here Are 4 POC-Owned Brands to Try by Food & Wine
Weed drinks have gotten so much better. Here are 5 worth trying by the Los Angeles Times
THC Drinks: Top 5 THC-Infused Drinks to Help You Relax by Chicago Magazine
The results of promoting this narrative? An increase in cannabis beverage consumption by younger generations—the future lawmakers. Gen Z-ers are most inclined to choose a THC-infused seltzer over one infused with vodka. In fact, New Frontier Data found that 69% of people between the ages of 18 to 24 prefer cannabis to alcohol.
This is the power of positive representation in the media.
Preserving Cannabis Culture Through Thought Leadership & Education
Breaking down stereotypes begins with education. This is why thought leadership is critical to preserving a positive view of cannabis in the public. It’s the duty of the cannabis community and its leaders to share their experiences, innovations, and learnings with the world. This shared information is how authoritative figures in the space can help restore the perception of cannabis across demographics.
Publishing research, sharing knowledge about the plant in interviews, dispelling myths in magazines, or simply providing accurate information on social media, are all examples of thought leadership. The main goal is to foster a better understanding of cannabis to create a more informed and enlightened public discourse.
The more thought leadership that cannabis experts, advocates, and leaders partake in, the more opportunity the community has to influence public opinion and challenge preconceived notions about cannabis.
How can this be accomplished? A strong PR strategy is crucial to developing effective thought leadership. It ensures that industry leaders distribute their educational materials across the right channels at the right time to reach the right people and make the biggest impact.
Final Thoughts
With new regulations and changes in laws coming to light each day, there has never been a better time to restore the public's perception of cannabis. Through community-wide advocacy, we can preserve cannabis culture, break down stereotypes, and create a more positive narrative surrounding the plant, with evidence-based science to back up our claims. Which side of history will you be on?