We’re at a true inflection point for cannabis, with laws and perceptions changing fast. We dug into many aspects of the industry on our panel – and the implications and opportunities the current climate brings for marketers and communicators. Thanks to our expert panelists, Lisa Gabor, founding partner of BPCM Cannabis, Sonia Hendrix, founder of GALLERY PR and Jason White, CMO of Curaleaf for sharing their insider intel.

Key takeaways:

• One positive from the pandemic on the cannabis industry was its status as an essential service
• Growth boomed in 2020: Curaleaf saw a 300% increase in e-commerce last year
• Cannabis is a commodity, like coffee, and in that way, it becomes meaningful when you talk about cannabis in the context of brand. There’s a ton of opportunity for storytelling, from the therapeutic (mental and physical) effects to the environmentally-impactful aspects
• Education is key. PR and marketers must focus on education and be thinking about those people coming into the market for the first time. You must establish trust, and your clients must be trustworthy. 
• Usage is on the rise: 
  • 42% of cannabis users in 2020 either did it for the first time, or increased their consumption during the pandemic
  • In 2020, Americans spend $14 billion on legal cannabis (up 67%)
• Fashion, beauty and retail talent have transferable skills fit for cannabis work. That said, they need to be familiar with the inner workings of the industry and be passionate about it
• The same goes for marketers and publicists: passion is essential! Read the trades, join the groups, follow the cultural and cannabis trends
• The long term value in cannabis is going to be building brands that people trust, know are safe and know they understand them as a consumer
• Marketing is becoming a truly valuable and distinguishable function in the industry. It’s about the skillsets you can bring to this space, and you can learn the industry
• Trust is also important when communicating with media. Editors show interest in the chic products, successful events, and at the end of the day, spinning these products with a lifestyle angle
• The future will see rise the of cannabis lounges, as well as designed products that open the category up to the masses (e.g. products for specific experiences, like timed effects)