I know I am a fan of writing about women and the cannabis industry but it’s international women’s day so I’m doing it again. Previously I’ve covered the sexism that is still rife in the world of weed and previously I have looked briefly into the important women involved in the industry. This article is going to delve further into why it is important that the cannabis industry is becoming more female forward, the women who have made it possible, and the support available to women who are looking to enter into cannabis be it in a practical or in an academic capacity. So let’s have a little look at how this typically male dominated field is becoming more female friendly and what we can do to make it even more accessible.

First let’s start with why it is important that the cannabis community is more female friendly, especially for upcoming companies and businesses. The consumer base is becoming significantly more diverse when it comes to gender. Previously marketing was geared towards male consumers because they were spending the most money on weed and related products. However, the female cannabis supporting demographic is getting larger each year. In 2019 65% of women asked said that they would support the legalisation of cannabis, this is a pretty massive increase of 23% since 2012. This is partly to do with the way that the cannabis industry is changing to suit female consumers. Though there are a huge amount of women who just use weed recreationally in the same way as men, there is also a different female demographic emerging. As cannabis becomes legal in some parts of the US a lot more women are using weed because of its health and wellness properties. The percentage of women who reported using we ed to reduce stress, anxiety, pain and other medical issues was far higher than men who tended to report using recreationally. This means that women are an extremely important purchasing power for new and upcoming cannabis companies.

Women are now thought to be the fastest growing group of new cannabis users. A market research group called the Brightfield Group found that women made up 59% of new users and that in many cases proved to be heavier consumers than men whilst also usually being younger . In many ways this was due to the pandemic as many women increased usage while working from home. If companies want to evolve with society it is important to pay attention to new consumer groups.

History is full of important women in the cannabis industry who tend to be overlooked, but new and upcoming CEOs and important cannabis figures are a little harder to ignore. Let’s have a look at just a few of the most important female figures in cannabis.

Ann Lee

This woman is pretty startling, she’s in her 80s and a lifelong republican. Obviously this is the sort of person we would usually expect to be severely anti-weed. Lee is the founder of RAMP, Republicans Against Marijuana Prohibition. She speaks out against the inherent racism and complete lack of ethics involved in the war on drugs.

Dr Ester Fride

Dr Fride is a world renowned Israli scientist whose work on the endocannabinoid system has been invaluable to the advancement of medical marijuana. Her work was the base for a lot of what we understand today about how cannabis affects our bodies. She has also been an integral part in discovering the effects of cannabinoid deficiencies which pushes forward advocacy and medicinal research.

Wanda James

James is well known for being the first black woman to own a dispensary. She focuses primarily on the social inequalities that come with cannabis laws and stigma. Her dispensary, Simply Pure, is only one aspect of why she is important. James regularly speaks at key events about how important diversity and acceptance is in the cannabis community. She uses her platform to give a voice to those who are usually made to be quiet in the proverbial weed based boardroom.

I could go on and on about the important women that have shaped and are shaping the industry but I think I would need an entire article.

Every year we are seeing greater strides made by women in cannabis. The cannabis market in places where it is becoming legalised, like the US, is one of the fastest growing and most valuable cannabis markets in the world. Unfortunately, the female representation has been dropping for the last few years. This doesn’t mean much though as there are still a lot of women in the industry who are trying to make it more appealing to potential female industry leaders. The women who are currently in CEO and other high up positions are also absolutely killing it. The only female CEO led operator also happens to be the largest and most profitable in the US. Other female leaders are working hard to tackle the diversity issues cannabis companies experience in their hiring policies. When we look at the information coming forward about female consumers it is impossible to deny that a greater female presence in the industry is best for everyone.

The more women we have moving into positions of power and entering the decision making process the more women we will see entering the industry at a variety of levels. These women are making the industry a less daunting place for others to try and join. Previously the boys club feel of the cannabis industry may not have been entirely intentionally dismissive of women, but it was hardly inviting.

Women often have to work harder to make themselves heard in corporate industries, and cannabis is no exception. A history of sexism, a lack of light shone on the women who helped to build the industry, and the struggle women face to get themselves into positions of power all culminate in the cannabis industry being difficult for women. The more we support women in cannabis, the more equality will spread, the more the large female consumer demographic will be catered to, and the more prevalent cannabis legalisation and industry will become all over the world.

Written by Tasha Porritt.

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