Forget Cannabis Moodstates...that is so 2019

Mood states. You might be asking yourself...where did this term come from as it relates to finding plant medicine solutions. It would seem that we were introduced to this term only recently, but the term mood actually originated with Doug McNair in 1971. He identified the following profile of mood states: Tension or Anxiety, Anger or Hostility, Vigor or Activity, Fatigue or Inertia, Depression or Dejection, Confusion or Bewilderment.? Mr. McNair and his team surmised that there are only 37 short questions to accurately determine which mood state we are in. But we don't need a test to determine our mood. We know our moods, and we know what triggers our moods and, in some cases, our mood states have been consistently present for decades.

The problem with applying mood states to cannabis is it does not address the reason behind the mood states. For instance, it's not just insomnia. There is a physical or psychological event/reason behind why sleep is heavily compromised. It might be PTSD from combat experience, or a reliance on alcohol/prescription pills, or just anxiety due to a loved one who is suffering from a medical issue. With anxiety, it might be situational anxiety, chronic anxiety, or somewhere in between. With fatigue, it could be related to hormonal imbalance, nutritional deficits, snoring, environment, etc.

And what of this term mood states? You'll seldom encounter a consumer who will use this term at a dispensary. Mood states can be temporary or almost devolve into a semi-permanent hindrance (in terms of ability and effectiveness in leading a household or a work team, experiencing freedom and joy with movement and physical well-being, and, forming and maintaining healthy social circles).

A better gauge of how to match a cannabis product to a customer's need is to explore the underlying issues that affect so many, and thus put people into mood states. Consider the "why" of why people turn to cannabis:

1) To experience "moments of normalcy". Cannabis can act as an emotional blocker to allow patients to function throughout the day, or during certain key dayparts. For some who suffer from unyielding depression and anxiety, cannabis is the only non-pharma treatment. The inclusion of the cannabis regime expresses positive benefits in many forms: better productivity at work through enhanced focus and reduced anxiety, more engagement with spouse and children, increased motivation and desire to be physically active (outdoor with nature, going to the gym, and just generally getting outside like setting off to buy groceries from the local grocery store).

2) To leverage the calming effects of cannabis on our endocannabinoid systems. Sleep is achieved by placing the body in a calm state, and by instilling a "heaviness" that welcomes deep, repairing sleep. Cannabis does not aid in sleep. It aids in the reduction of anxiety which positions for beneficial sleep.

3) To return to activities that were once enjoyed. This can be holding grandkids without pain, or temporarily muting depression to get out and enjoy social engagements with friends and family. Often (due to pain and anxiety), these activities are either not available, or are perceived as too difficult to achieve in the absence of cannabis

4) To have the courage and determination to try new, enjoyable activities (new hobby, travel, dining out, etc...)

For some, cannabis is the only daily treatment that works. For others, cannabis offers benefits in times of acute/occasional stress, pain, and sleep improvement at times when it is needed most. Brands that can show real empathy, develop real relationships with their customers where it is "safe" to discuss the underlying reasons why consumers seek cannabis, and how brands apply their focus to offering proven, quality medicinal solutions are those who will build lasting consideration, intent, trial, and retention over the long run.